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Tennis icon Novak Djokovic has expanded his entrepreneurial endeavors by co-founding Cob, an innovative snack brand that offers a corn-free alternative to traditional popcorn. This new product utilizes sorghum, an ancient whole grain, to create a gluten-free and nutrient-dense snack designed for health-conscious consumers. The launch underscores Djokovic's dedication to promoting wellness and accessible healthy eating options, particularly for individuals with dietary needs such as celiac disease.

Djokovic, a known advocate for a gluten-free lifestyle due to his own celiac disease, emphasizes that healthy eating should not compromise on taste or texture. Cob's sorghum-based snacks are crafted to deliver on these aspects, providing a satisfying and flavorful experience without the inclusion of corn. Sorghum itself is celebrated for its nutritional profile, being an excellent source of dietary fiber and containing more resistant starch than many other whole grains, which can contribute to better blood sugar management. This makes Cob an attractive option for those looking to maintain a balanced diet while enjoying their snacks.

The current product line features four distinct flavors: Cacio e Pepe, Mediterranean Herb, Olive Oil & Pink Salt, and Seriously Cheesy. Djokovic personally favors the Olive Oil & Pink Salt variety, appreciating its simple yet classic taste that allows the natural texture of the popped sorghum to shine. He describes it as his 'perfect salty snack,' a sentiment echoed by his daughter, highlighting its family-friendly appeal. This venture marks another step for Djokovic in the food and beverage industry, following his involvement with Sila, a hydration company specializing in electrolyte powders.

The inspiration behind Cob stems from co-founder Jessica Davidoff's personal journey. Davidoff, a serial entrepreneur, discovered the benefits of popped sorghum while searching for corn-free alternatives for her elder son, who was diagnosed with a severe corn allergy early in his life. After extensive trials with various ancient grains, she found that sorghum popped remarkably similar to corn, leading to the inception of Cob. Her experience underscores the brand's commitment to creating products with simple, wholesome ingredients that address specific dietary needs without sacrificing enjoyment.

Cob's journey from a personal necessity to a market-ready product involved successful testing at local farmers' markets, where it garnered positive feedback. The brand's core philosophy aligns with both founders' visions of promoting healthy eating through thoughtfully developed, delicious snacks. By prioritizing natural ingredients and bold flavors, Cob aims to bring joy to healthy eating, making it an accessible choice for a wide audience. Consumers can now pre-order these unique sorghum snacks through the brand's website, with plans for future product expansions.