With Cob, the tennis icon is bringing sorghum to the masses—tapping into the booming market for functional, GLP-1-friendly snacks.
This weekend, tennis star Novak Djokovic is serving snackers something a little different: a new sorghum-based, corn-free “popcorn” brand called Cob, which will compete in the same aisle as SkinnyPop and Orville Redenbacher’s. The popcorn’s launch coincides with the announcement of a $5 million seed round for the startup that’s led by Djokovic.
