Novak Djokovic Is Backing a Sorghum-Based Snack: Cob Popcorn

Another better-for-you popcorn option has hit the market — and this one isn’t even made with corn.

Cob, a line of gluten-free snacks made from puffed sorghum, is launching its first popcorn nationwide this month. Created by entrepreneur and Princeton graduate Jessica Davidoff, the brand started as a solution to her son’s corn allergy and has quickly become a favorite at farmers markets. It is now backed by Serbian tennis star Novak Djokovic, who joins Cob as a co-founder and leads a $5 million seed funding round announced this week. 

“Whole grain sorghum is a fantastic corn replacement because it can take any form that corn can take — popped, boiled, masa, puffed — but it is more nutrient-dense, easier to digest, and has more functional components,” Djokov tells Food & Wine via email.

The tennis legend already follows a nutritious, gluten-free diet, with a focus on “functional” snacks. That fits right into Cob’s dietary ethos, as Djokov explains to Food & Wine.

“I prioritize whole foods with simple ingredients and preparation, so I was immediately drawn to Cob,” Djokov tells Food & Wine. “When Jess initially brought the samples over to Europe, my family, team, and I finished all the samples in that first meeting and absolutely loved them and knew we wanted to be part of the brand’s story.”

Cob comes in four flavors: Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt, and Seriously Cheesy. The brand also claims to be toddler-friendly, eliminating those kernels that make regular popcorn a choking hazard. (Plus, it avoids the annoyance of getting kernels stuck in your teeth.) It’s listed at a suggested retail price of $60 for a 24-pack of one-ounce bags on Cob’s website. When the test run launched at farmers markets last summer, Davidoff says four months’ worth of inventory sold in a mere six weeks. 

Sorghum is undeniably a nutritional powerhouse: this lesser-known grain is rich in dietary fiber, minerals, and complex carbohydrates. In a market flooded with high-protein snacks, sorghum naturally stands out as a high-protein ingredient. From a sustainability standpoint, this drought-resistant ancient grain requires 36% less water to cultivate. It’s used in many commercial gluten-free and “ancient grain” products, imparting a nutty flavor and thick texture.

“Our goal is to rid Americans of their dependence on corn by creating a universe of delicious sorghum-based, gluten- and corn-free snack foods and pantry staples,” Davidoff writes in the press release. 

There’s no shortage of sweet-and-salty popcorn recipes to try these days — and thanks to innovations like Cob, even the gluten-free crowd can indulge.