Novak Djokovic Backs Launch of Cob Foods, a New Sorghum-based Snack Brand

Novak Djokovic has entered the better-for-you snacking space as co-founder and lead investor of Cob Foods, a new US-based brand offering sorghum-based snacks positioned as a clean, corn-free alternative to popcorn.

Launched this month, Cob’s debut range includes Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt, and Seriously Cheesy flavours. The products are gluten-free and made with simple, non-GMO ingredients. Djokovic’s investment was part of a seed funding round that also included Bullish, Daxos, Furthermore, Venrex and other strategic backers.

“Eating gluten-free shouldn’t mean sacrificing taste, texture or nutrition,” said Djokovic, citing his long-standing interest in functional nutrition and wellness.

Cob was founded by serial entrepreneur Jessica Davidoff, who developed the idea after discovering her son’s severe allergy to corn. The company aims to reduce consumer reliance on corn by promoting sorghum—a drought-resistant ancient grain rich in antioxidants, prebiotic fibre and resistant starch that can support gut health and satiety.

Beyond its nutritional appeal, sorghum’s sustainable growing profile aligns with Cob’s mission to combine taste, functionality and environmental responsibility. The brand plans to expand into a broader range of sorghum-based, corn-free snacks and pantry staples.