Djokovic Invests $5 Million in Sorghum Popcorn Brand Cob, Joins as Co-Founder
On November 1, U.S. gluten-free snack brand Cob Foods completed a $5 million seed round led by Novak Djokovic. Along with the investment, Djokovic also joined Cob Foods as a co-founder.
Unlike regular popcorn made from corn, Cob Foods uses sorghum. This stems from the personal experience of founder Jessica Davidoff:
Five years ago, Jessica Davidoff discovered that her two-year-old son was experiencing gastrointestinal issues, hair and nail loss, severe eczema, and psoriasis. After a long search for the cause, she found that her son was allergic to corn. She then began looking for alternative grains to replace corn in snacks, eventually discovering sorghum at a New York specialty store, Kalustyan's, and started making sorghum popcorn at home.
Above from left to right: Novak Djokovic and Jessica Davidoff
In the summer of 2023, Jessica Davidoff conducted a small trial at a farmers' market in the Hamptons, selling out four months of inventory in six weeks. However, a production failure—using the wrong oil—caused the popcorn machine to shut down, resulting in a loss of over $150,000.
At the end of 2024, while running, she came up with the idea of inviting Djokovic to be a co-founder of Cob Foods. She immediately flew to Europe, bringing some homemade popcorn samples for Djokovic and his family to try.
Djokovic has long adhered to a nutritionally balanced gluten-free diet and possesses extensive knowledge and experience in functional foods and recovery, with a passion for investing in these areas.
"I was drawn to the brand because of Jess’ founder story of how she preserved to find the source of her son’s medical struggles and discovered sorghum in the process," Djokovic recalled of their first meeting. "I also already incorporate other ancient grains into my diet so was extremely intrigued to try sorghum and absolutely loved it. When Jessica first brought samples to Europe, my family, team, and I finished them all during our first meeting. We loved them."
He noted that another appealing aspect of Cob Foods is the sustainability of sorghum, which requires almost no additional water beyond rainfall.
Djokovic gladly accepted Jessica Davidoff's invitation and participated in the product development of the Cob Foods brand.
Currently, Cob Foods has launched four flavors of sorghum popcorn: Cacio e Pepe (cheese and pepper), Mediterranean Herbs, Rich Cheese, and Olive Oil Pink Salt. Depending on the flavor, prices are $59.99 per pack and $64.99 per pack (approximately RMB 420 and RMB 460 per pack), with each pack containing 24 small bags.
According to Djokovic, his daughter loves the Olive Oil Pink Salt flavor, while his son prefers the limited-edition caramel flavor popcorn set to launch in 2026.
"I don’t think many fans know how passionate I am about the environment and nature in general, but it has been a lifelong passion for me, and I prioritize time outside [in] the morning sun, walking barefoot, swimming in the sea, and aim to do as much as possible to preserve our world for future generations. Clearly, people around the world are increasingly focused on longevity and are rethinking their diets, exercise routines, and lifestyles to promote overall health. So, I believe now is the perfect time to launch a brand focused on healthier foods."
Jessica Davidoff holds a Bachelor of Arts from Princeton University. Before founding Cob Foods, she was a serial entrepreneur with ventures including: Cove, a home goods brand with patented hangers that reduce closet space; Easton Rae, a management consulting firm providing interim CEO and business operations services to consumer brands; and Admittedly, a college selection platform that raised nearly $2 million in venture capital...
Following this funding round, Djokovic and Jessica Davidoff will continue to develop more flavors and forms of sorghum snacks for Cob Foods. "Our goal is to help Americans break free from corn dependency by creating a line of delicious, sorghum-based, gluten-free, corn-free snacks and everyday foods." Jessica Davidoff wrote in the press release.
For Djokovic, this deep involvement as a co-founder in Cob Foods also signifies a shift in his investment philosophy. He stated: "I think earlier in my career, I was more focused on training and short-term brand partnerships. Now I think more about long-term development, hoping to invest in companies I can help grow over the next five to ten years, leveraging my extensive knowledge and experience in health and nutrition to truly create value for them." In 2023, Djokovic also founded the sports drink brand SILA.
| Sources: English website foodandwine, Forbes, Jessica Davidoff's personal LinkedIn account
| Image sources: Cob Foods official website, official Instagram, Jessica Davidoff's personal LinkedIn account
| Editor: Esther