Novak Djokovic Leads $5 Million Investment in Cob, a Game-Changing Ancient Grain Snack Startup

Tennis Legend Novak Djokovic Invests in Clean Eating Startup Cob, Valued at $10 Million In a significant move, tennis superstar Novak Djokovic has led a $5 million investment round in Cob, a startup that offers a range of corn-free, gluten-free ancient grain snacks. The investment positions Djokovic as a co-founder of the company, which is valued at $10 million following the funding round. The investment round, which closed on October 31, 2025, marks Djokovic's latest foray into the clean eating and functional foods space. The 24-time major champion and Olympic gold medalist has been a long-time advocate for healthy eating and has used his platform to promote the benefits of a balanced diet. Cob's flagship product is a Sorghum-based snack that is designed to be a healthier alternative to traditional popcorn. The company's founder, Jessica Davidoff, developed the product after a long medical journey with her son led her to explore the benefits of ancient grains. Davidoff's son suffered from a range of health issues, including gluten intolerance and digestive problems, which she believes were exacerbated by a diet high in processed foods. The investment in Cob is a significant development in the growing clean eating and functional foods market. According to a report by Grand View Research, the global functional foods market is expected to reach $243.3 billion by 2028, growing at a compound annual growth rate of 7.4% from 2021 to 2028. The market for ancient grains is also expected to experience significant growth, driven by increasing consumer demand for healthier and more sustainable food options. According to a report by MarketsandMarkets, the global ancient grains market is expected to reach $2.3 billion by 2025, growing at a compound annual growth rate of 10.3% from 2020 to 2025. Cob's entry into the market is likely to be a significant player in the growing demand for clean eating and functional foods. The company's products are designed to be free from common allergens such as corn and gluten, making them an attractive option for consumers with dietary restrictions. The investment in Cob is also a significant vote of confidence in the company's mission to provide healthy and sustainable food options to consumers. Djokovic's involvement in the company is likely to help raise awareness and drive demand for the product, which is set to launch on November 1, 2025. In a statement, Djokovic said, "I have a wealth of knowledge in the areas of clean eating, functional foods and recovery, so I've been passionate about translating my knowledge and experiences into focused investments in these areas where I can add value both via my platform as well as my knowledge base." The investment in Cob is a significant development in the growing clean eating and functional foods market, and is likely to be a major player in the industry in the coming years.