Photo courtesy of Cob Foods
There’s a new snack on store shelves, and it’s not made with corn. Cob, a gluten-free line of puffed sorghum snacks, is launching its first popcorn across Canada and the United States this month. The product is already attracting attention — not just for its taste, but for the big name behind it.
Serbian tennis champion Novak Djokovic has joined Cob as a co-founder, leading a $5 million seed investment in the brand. The idea for Cob began with entrepreneur Jessica Davidoff, a Princeton graduate, who created it after her young son developed a corn allergy. What started as a simple homemade solution soon became a hit at local farmers markets.
Djokovic’s Healthy Snack Passion
Djokovic, known for his strict gluten-free diet, said he instantly connected with Cob’s focus on clean, whole ingredients. “I prioritize whole foods with simple ingredients and preparation, so I was immediately drawn to Cob,” he said.
When Davidoff sent samples to him in Europe, Djokovic said his family and team loved them right away. “We finished all the samples in that first meeting,” he said. “We knew we wanted to be part of the brand’s story.”
Djokovic also believes in the nutritional power of sorghum, calling it “a fantastic corn replacement.” He explained that the grain can be used in many ways — popped, puffed, or boiled — and that it’s easier to digest, richer in nutrients, and more versatile than corn.
Four Flavours, Simple Ingredients
Cob offers four distinct flavours: Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt, and Seriously Cheesy. Each one uses simple, natural ingredients and avoids artificial flavours or preservatives.
The snacks are also designed to be safe for toddlers. Unlike traditional popcorn, they don’t have hard kernels that pose a choking risk — or get stuck in your teeth. Cob sells a 24-pack of one-ounce bags for about $60 on its website.
When Davidoff first tested the product at farmers markets last summer, it sold out quickly. Four months’ worth of stock disappeared in just six weeks, showing strong early demand.
Why Sorghum Stands Out
Sorghum may be new to many snack lovers, but it’s one of the world’s oldest grains. It’s rich in fibre, protein, and minerals, and offers steady energy thanks to complex carbohydrates. It also has a naturally nutty taste and satisfying crunch.
Beyond nutrition, sorghum’s environmental benefits make it appealing. It’s a drought-resistant crop that uses about 36% less water than corn. Farmers already grow it for other gluten-free and “ancient grain” foods, but Cob is giving it a new spotlight as a sustainable popcorn alternative.
A Mission Beyond Snacking
For Davidoff, Cob is more than just a snack brand — it’s a mission. “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,” she said.
With Djokovic’s star power and a growing market for healthy, allergen-friendly snacks, Cob’s puffed sorghum could soon become a favourite for both athletes and families.
