Cob Foods, a new modern snacking brand redefining the popcorn experience, has officially launched with its first product: a sorghum-based alternative to traditional popcorn that is both corn-free and gluten-free. The launch coincides with the company’s seed funding round led by co-founder and tennis icon Novak Djokovic, with participation from Bullish, Daxos, Furthermore, Venrex, and a group of strategic investors.
Cob’s flagship product delivers the familiar crunch and flavor of popcorn without corn, fillers, or artificial ingredients. Available in flavors including Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt, and Seriously Cheesy, the snacks are designed to provide a cleaner, allergen-friendly alternative for families and health-conscious consumers alike. The product’s sorghum base is a nutrient-rich, ancient grain known for its antioxidant polyphenols, prebiotic fiber, and positive impact on gut health.
The company was founded by Jessica Davidoff, a serial entrepreneur and turnaround specialist, following her personal experience navigating her son’s corn allergy. After eliminating corn and its derivatives from her family’s diet, she was inspired to create a line of accessible, nutritious foods that replace corn with more sustainable and digestible ingredients.
Cob’s broader mission goes beyond popcorn. The brand plans to develop a range of corn- and gluten-free snack foods and pantry staples crafted with the same focus on taste, nutrition, and simplicity. Sorghum, a drought-tolerant crop that requires minimal water and supports soil biodiversity, aligns with Cob’s commitment to sustainability and regenerative agriculture.
Djokovic’s involvement as both co-founder and lead investor reflects his long-standing advocacy for clean, functional nutrition and performance-driven wellness. His deep personal connection to health and recovery has influenced his investment portfolio across wellness and food innovation sectors.
KEY QUOTES:
“Eating gluten-free shouldn’t mean sacrificing taste, texture, or nutrition. That’s why Cob resonates with me—it represents everything I value in performance and wellness: thoughtful ingredients, amazing flavor, and real accessibility.”
Novak Djokovic, Co-Founder and Lead Investor, Cob Foods
“We saw over 30 doctors before discovering he was allergic to corn. Once we eliminated all 1800+ corn derivatives from our diets, all my son’s medical problems vanished. I became acutely aware of how pervasive corn is in the American diet: It’s everywhere. Popcorn was one of the hardest things to give up, so I started experimenting with alternatives and discovered sorghum, an ancient grain that pops beautifully and tastes even better.”
“Our goal is to rid Americans of their dependence on corn by creating a universe of insanely delicious sorghum-based, gluten- and corn-free snack foods and pantry staples made the way you would make them in your own kitchen, without GMOs, fillers, additives, preservatives, or artificial ingredients. It’s simple, craveable food that’s good for you, good for your gut, and good for the planet.”
Jessica Davidoff, Founder and CEO, Cob Foods
