Novak Djokovic Backs Corn-Free Popcorn Cob In $5M Seed Round

How does a snack brand introduce ancient grains to consumers? Enlist the most decorated men’s tennis player of all-time as a co-founder.

Popped sorghum brand Cob has closed a $5 million seed round led by tennis legend Novak Djokovic, as it positions itself as a healthier alternative to popcorn.

Serial entrepreneur Jessica Davidoff, who founded and led consumer products leadership platform Easton Rae and dress hanger brand COVE, launched Cob after struggling to find snack options for her son, who was allergic to corn.

A self-described “popcorn addict,” Davidoff began experimenting with different grains that would air-pop, similar to corn. She landed on sorghum, which produces small morsels similar to popcorn, with the added benefit of being a resistant starch that triggers a GLP-1 response in the gut.

“Originally, I was going to launch Cob as just a corn-free brand,” she said. “I was not married to sorghum, but then the wheels started turning about creating more of a sorghum-focused brand because people were so intrigued by it. People were in a sorghum frenzy.”

After collecting feedback from consumer testing at farmers’ markets, Davidoff decided to package in smaller 1 oz. snack pouches, as opposed to the more ubiquitous 3-, 5- or 12-oz. bags. Cob is initially launching pre-order, direct-to-consumer this month in a 24-bag multipack format for $59.99, with plans to add other ecommerce platforms like TikTok Shop and Amazon. The brand is loosely planning to launch in retail mid- to late next year.

Cob is starting with four flavors: Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt, and Seriously Cheesy. All are air-popped with olive oil, making the line seed oil-free as well as gluten-free. Davidoff also noted that sorghum doesn’t have a hull, so the popped variety is not a choking hazard like popcorn.

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Using her contacts as a former “turnaround specialist for consumer and celebrity-led brands,” Davidoff reached out to Djokovic’s team, seeing Cob being “a natural fit” as the tennis player is outspoken about his plant-based diet and love of ancient grains.

“He was at the top of my list because when you launch a brand with a celebrity co-founder, you really want someone who authentically aligns with the brand,” she said.

Yet, a brand has to go deeper than just having a recognizable star behind it. It needs to taste good for consumers to become repeat purchasers, Davidoff said. “What bringing a celebrity like Novak [Djokovic] does is amplify the launch.”

The brand officially launched this weekend at the Hellenic Championship in Athens, Greece, where Djokovic lives with his family.

While Djokovic will open doors for Cob through activations and introduce consumers to sorghum, Davidoff thinks the nutritional story behind the ancient grain will build a loyal consumer base.

Cob is riding a slow-building trend of replacing wheat with ancient grains like teff, amaranth, millet, fonio and spelt. Olyra, Ardent Mills and Yolélé have successfully scaled their businesses using ancient grains as a building block in marketing campaigns that uplift the health benefits of non-GMO grains and the sustainability message of growing the crops.

“[Ancient grains] should be on people’s radar, the same way that people make quinoa even if they don’t have celiac,” Davidoff said. “Sorghum should have a seat at the table when it comes to snack foods and pantry staples.”