{"id":259180,"date":"2025-11-03T16:59:08","date_gmt":"2025-11-03T16:59:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/259180\/"},"modified":"2025-11-03T16:59:08","modified_gmt":"2025-11-03T16:59:08","slug":"tennis-player-novak-djokovic-becomes-latest-celebrity-popcorn-endorser-helps-launch-cob-with-5m-seed-round","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/259180\/","title":{"rendered":"Tennis player Novak Djokovic becomes latest celebrity popcorn endorser, helps launch Cob with $5M seed round"},"content":{"rendered":"<p class=\"c-paragraph sections-marketing-and-sponsorship \">Sorghum-based, \u201ccorn-free \u2018popcorn\u2019\u201d brand Cob has launched with a $5M seed round that is \u201cled by\u201d ATP World No. 5 Novak Djokovic, according to John Kell of FAST COMPANY. Cob &#8212; a \u201cgluten-free snack that\u2019s made from the grain sorghum\u201d &#8212; will be \u201csold direct-to-consumer through online channels including the brand\u2019s website.\u201d Popcorn has become a \u201cparticularly alluring category for celebrities over the past few years.\u201d It is a \u201cgrowing market that\u2019s welcoming to new brands that promote bolder flavors, avoid canola oil and artificial butter flavors and colors, and include claims of higher protein or low-carb formulations.\u201d Djokovic \u201cwas drawn to the popcorn category\u201d because while he \u201cprefers home-cooked meals with simple ingredients, the pro athlete travels a lot with a very hectic schedule\u201d (<a href=\"https:\/\/www.fastcompany.com\/91433493\/forget-skincare-and-tequila-novak-djokovic-just-joined-the-celebrity-popcorn-boom\" target=\"_blank\" rel=\"nofollow noopener\" title=\"https:\/\/www.fastcompany.com\/91433493\/forget-skincare-and-tequila-novak-djokovic-just-joined-the-celebrity-popcorn-boom\">FAST COMPANY, 11\/1<\/a>). <\/p>\n","protected":false},"excerpt":{"rendered":"Sorghum-based, \u201ccorn-free \u2018popcorn\u2019\u201d brand Cob has launched with a $5M seed round that is \u201cled by\u201d ATP World&hellip;\n","protected":false},"author":2,"featured_media":259181,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[442],"tags":[49,48,39991,82,593],"class_list":["post-259180","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tennis","tag-ca","tag-canada","tag-merchandise-and-collectibles","tag-sports","tag-tennis"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/259180","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=259180"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/259180\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/259181"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=259180"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=259180"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=259180"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}