"I wanted to join the brand as cofounder, as well as lead the seed round, to give other investors confidence in our vision,"
"My eyes were open to just how vast corn was in the American food system,"
Novak Djokovic led a $5 million seed round and joined Cob as cofounder to back a sorghum-based, corn-free “popcorn” snack. Cob is gluten-free and made from sorghum, a whole grain rich in fiber, iron, and plant-based protein. The brand was created by entrepreneur Jessica Davidoff after seeking safe snack options for her son with a corn allergy. The U.S. popcorn market grew 31% to $3.5 billion through 2024 and is projected to reach $3.84 billion by 2029. Celebrity-backed popcorn entrants emphasize bold flavors, avoidance of canola oil and artificial butter, and higher-protein or low-carb formulations.
Read at Fast Company
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