Novak Djokovic isn’t just winning on the tennis court, he’s now making a bold play in the snack industry. The world-renowned tennis champion has launched Cob, a sorghum-based, corn-free popcorn brand set to rival major players like SkinnyPop and Orville Redenbacher’s. The launch coincides with a $5 million seed funding round led by Djokovic himself, signaling his serious intent to change the way people snack.

Popcorn has become a favorite playground for celebrities entering the food industry. From Khloé Kardashian’s Khloud Protein Popcorn to Luke Bryan’s Boldly Grown Popcorn and Rob’s Backstage Popcorn from the Jonas Brothers, it’s clear that stars are betting big on this crunchy treat.

Why Popcorn Became Hollywood’s Favorite Snack

Popcorn isn’t just a movie-night staple anymore, it’s evolved into a symbol of clean, healthy indulgence. Consumers are seeking snacks that combine taste with better nutrition, and brands are responding with bold, health-forward innovations. According to Mintel, the U.S. popcorn market grew 31% over the past five years to reach $3.5 billion and is projected to climb to $3.84 billion by 2029.

That growth, paired with health-conscious consumers, has made popcorn a profitable space for both established companies and celebrity investors.

Djokovic’s Motivation Behind Cob

Novak Djokovic promoting Cob sorghum popcorn

Instagram | @noshdotcom | Novak Djokovic brings purpose to snacking with his healthy sorghum creation.

For Djokovic, Cob isn’t just another endorsement, it’s a passion project rooted in purpose. “I wanted to take an active role as cofounder and investor to give others confidence in our vision,” he shared in a statement.

Cob stands out because it replaces corn with sorghum, a naturally gluten-free grain high in fiber, iron, and plant-based protein. The idea came from entrepreneur Jessica Davidoff, who was searching for safe snack alternatives for her son with a corn allergy. She recalled, “I realized how dominant corn was in everyday foods and started experimenting with alternatives. Sorghum turned out to be the most flavorful and nutritious.”

After testing multiple grains in her own kitchen, Davidoff discovered that sorghum offered the perfect combination of crunch and nutrition. “It’s ideal for people who love popcorn but want something that’s a bit better for them,” she explained.

The Launch Lineup

Cob will initially be sold online through the brand’s website, priced at $59.99 for a 24-pack of 1-ounce snack bags. The debut lineup includes four flavors, such as Mediterranean Herb and Olive Oil with Pink Salt. Each pack reflects the brand’s focus on real ingredients and clean formulations.

Looking ahead, Davidoff plans to expand Cob’s range with more sorghum-based snacks. Djokovic, meanwhile, will advise on ingredient selection, new product development, and collaborations. His involvement goes beyond investment, he’s shaping the brand’s nutritional philosophy.

The Rise of Healthier Popcorn Brands

The shift toward healthier popcorn began in 2010 when SkinnyPop disrupted the market with its three-ingredient recipe, popcorn, sunflower oil, and salt. The simplicity resonated with health-conscious buyers and paved the way for other brands to emphasize clean ingredients.

Since then, brands have moved away from artificial butter and canola oil, turning instead to natural fats like olive, coconut, and avocado oils. Dietitian Samantha Cassetty explained, “For snack lovers, popcorn is a win, it’s airy, crunchy, and only around 30 calories per cup. That’s less than most other snack foods.”

This nutritional appeal, combined with easy flavor customization, keeps popcorn high on consumers’ lists of guilt-free snacks.

Popcorn Meets the GLP-1 Trend

One of Cob’s biggest selling points ties into one of the hottest topics in health and wellness, GLP-1. The brand highlights that sorghum acts as a resistant starch, which can naturally help boost GLP-1 levels. This means it helps people feel full longer, supporting appetite control.

Cassetty noted that food companies are increasingly targeting consumers who are changing their eating habits due to medications like Ozempic and Wegovy. “Every CPG brand is rethinking how to appeal to people snacking less,” she said.

Celebrity-Driven Snack Innovation

Khloé Kardashian’s Khloud Protein Popcorn has also grabbed attention for offering seven grams of protein per serving, derived from milk protein isolate. CEO Jeff Rubenstein explained that Khloud taps into three booming markets, high-protein snacks, millennial and Gen Z consumers seeking functional foods, and the rapidly expanding salty snack segment.

Protein snacks, once marketed mainly to gym-goers, now have a broader, more inclusive audience. “We wanted to show that protein snacks can look stylish and appeal to everyone,” Rubenstein said. With its soft pink-and-blue packaging, Khloud aims to bring a fashion-forward flair to functional eating.

The brand debuted at Target with an exclusive 60-day rollout and plans to expand into over 25,000 stores nationwide, including Kroger and Walmart. Kardashian’s hands-on involvement and authentic connection to snacking give Khloud a unique marketing advantage.

Djokovic’s Health-First Approach

Instagram | @cobfoods | Djokovic created the Cob snack to provide a simple, healthy alternative for travelers who value clean, homemade ingredients.

Djokovic has long been vocal about his commitment to clean eating and balanced nutrition. His interest in Cob comes from wanting a travel-friendly snack that aligns with his wellness philosophy. “We’re creating packaged foods with the same simple ingredients we’d use at home,” he shared. “People deserve healthy options even when they’re away from their kitchens.”

His involvement also adds credibility to the brand’s mission. Known for his disciplined lifestyle, Djokovic’s name reinforces Cob’s focus on natural, functional ingredients.

Why Celebrities Love the Snack Market

The snack industry offers what many other categories can’t, high repeat purchases and consistent profits. Unlike fashion or jewelry, snacks are consumables, driving steady demand. According to Alex Kushnir, a partner at consultancy Baringa, “Snacks can deliver profit margins of up to 40% for manufacturers, making them one of the most lucrative segments in food.”

That financial potential explains why so many celebrities, from athletes to musicians, are entering the snacking world. The combination of personal branding, mass appeal, and health-conscious innovation makes it an irresistible business move.

A Winning Serve in the Snack Aisle

Sorghum may not be a household name yet, but Cob is bringing it into the spotlight. This nutrient-rich grain is sustainable, drought-resistant, and packed with antioxidants, fiber, and slow-digesting carbohydrates that support balanced blood sugar.

Cob’s sorghum-based popcorn offers a fresh alternative for those with corn allergies and anyone seeking better nutrition without sacrificing taste. The brand emphasizes clean ingredients, approachable flavors, and mindful snacking, rather than chasing bold gimmicks or high protein counts.

With Novak Djokovic’s global influence and Jessica Davidoff’s entrepreneurial vision, Cob blends athletic discipline, innovation, and a commitment to wholesome eating. Their partnership positions the brand to redefine the popcorn aisle, offering a snack that balances wellness and indulgence.

As health-conscious consumers seek smarter snack options, Cob delivers a satisfying, authentic experience—one crunchy handful at a time.

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