- Novak Djokovic helps launch Cob, a sorghum-based popcorn alternative that’s gluten-free and nutrient-rich.
- The snack comes in four flavors: Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt and Seriously Cheesy.
- Inspired by co-founder Jessica Davidoff’s story, Cob emphasizes simple, wholesome ingredients.
Today, tennis superstar Novak Djokovic announced his next big venture as the co-founder of Cob, a sorghum-based snack that replicates popcorn—just without the corn.
“Eating gluten-free shouldn’t mean sacrificing taste, texture or nutrition,” Djokovic, who has celiac disease, shares in a press release. “That’s why Cob resonates with me—it represents everything I value in performance and wellness: thoughtful ingredients, amazing flavor and real accessibility.”
Sorghum is an ancient whole grain with ample benefits. Not only is it a great source of fiber, but it also packs more resistant starch than your typical whole grain, making popped sorghum an ideal snack for better blood sugar.
The popped sorghum snack comes in four flavors: Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt and Seriously Cheesy, with more creations soon to come. But Djokovic shares with EatingWell that his favorite flavor is Olive Oil & Pink Salt, the most simplistic of the bunch to embrace the texture with classic taste. Just three simple ingredients, he notes it as his “perfect salty snack” and that he and his daughter both love the product.
Cob Foods
This isn’t Djokovic’s first endeavor in the food and drink industry. He’s also a founder of hydration company Sila, which specializes in electrolyte powders and recovery supplements for athletes. But motivated by Cob co-founder Jessica Davidoff’s story, he knew he had to get involved with this snacking innovation.
Serial entrepreneur Davidoff stumbled upon popped sorghum almost by accident, but it has become a major help in her household.
“It was all inspired by this really intense medical journey with my older son that lasted the first two years of his life,” she tells EatingWell, explaining that it took over 30 doctors to discover his corn allergy. “I started making everything for him. One thing we made was popped sorghum because I’m a popcorn addict. I bought lots of ancient grains to pop—most tasted like a bad rice cake, but sorghum popped just like popcorn.”
After successful farmers market testing, Cob was born. And the brand aligns with both Djokovic and Davidoff’s goals of healthy eating by prioritizing simple ingredients with bright taste.
“I love cooking, so eating well for me is creating innovative meals that I can share with others to bring joy,” Davidoff shares.
Snack like a 24-time Grand Slam champion and Olympic gold medalist. Cob’s four flavors are available now to pre-order on the brand’s website with more products coming soon.
