{"id":273530,"date":"2025-11-05T18:24:10","date_gmt":"2025-11-05T18:24:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/273530\/"},"modified":"2025-11-05T18:24:10","modified_gmt":"2025-11-05T18:24:10","slug":"novak-djokovic-talks-cob-his-new-popped-sorghum-snack-brand","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/273530\/","title":{"rendered":"Novak Djokovic Talks Cob, His New Popped Sorghum Snack Brand"},"content":{"rendered":"

With a record 428 weeks spent at the top of the Association of Tennis Professionals\u2019 leaderboard, Novak Djokovic has dominated the pro tennis world for the better part of the last 15 years\u2014and now he\u2019s gearing up to take on a new arena: the snack aisle. On November 1, he launched Cob Foods<\/a> with serial entrepreneur Jessica Davidoff, a company dedicated to making sorghum-based snacks and pantry staples. Their first product is a popped sorghum snack Davidoff discovered while trying to replicate popcorn for her son, who developed a severe corn allergy after years of unexplained health issues.<\/p>\n

What\u2019s the world\u2019s greatest tennis player doing investing in a superfood-fueled faux-popcorn company, you may ask? The move isn\u2019t so surprising when you consider that Djokovic has long been on record about the role that nutrition plays in his success. After discovering he had a gluten allergy and leaky gut syndrome in 2009, he became hyperaware of everything he ate, cutting out gluten, dairy, and refined sugar. Eventually, he was able to solve his gut issues\u2014but in the process, he found that these nutritional changes also had a profound effect on his performance and recovery. \u201cI just never looked back since that moment,\u201d said Djokovic, who squeezed in a phone call with me between training sessions for the Hellenic Championship in Greece.<\/p>\n

In light of his launch with Cob, I chatted with the legend about his approach to snacking and the essentials he reaches for both on and off the court. The common theme? Whole, nutritious foods that make him feel good. \u201cFood has always been the focal point, or one of the central points, of wellness, because that’s the fuel that we give to our body,\u201d says Djokovic. \u201cWhy would we put diesel fuel into a gasoline car? You use the fuel that your car is designed for,\u201d he analogizes.<\/p>\n

Match-day fuel<\/p>\n

Rancho Meladuco Signature Hand-Packed Medjool Dates<\/p>\n

AquaQ12 Hydration Formula<\/p>\n

A self-proclaimed foodie, Djokovic favors foods that deliver essential nutrition without sacrificing flavor. He\u2019s found his ideal on-court treat in good old-fashioned dried dates (he\u2019s partial to Medjool), which he calls his “performance snack.\u201d For hydration, he reaches for Sila, his own line of electrolyte products available in sachets or via a collaboration with hydration cube brand Waterdrop (in which he\u2019s also an investor).<\/p>\n

Snacks to enjoy off the court<\/p>\n

Cob Olive Oil Pink Salt 24-Pack<\/p>\n

Spring and Mulberry Pure Dark Date-Sweetened Chocolate<\/p>\n

Harmless Harvest Organic Coconut Water 12-Pack<\/p>\n

\u201cI have a sweet tooth, I have to admit,\u201d Djokovic told me. \u201cMy non-performance snack would [typically] be something that has chocolate in it,\u201d he says. This often means a bar of vegan, refined sugar-free dark chocolate. While he has no specific favorite brand, he makes sure to opt for something with no additives and a short ingredient list.<\/p>\n

When it comes to salty snacks, Cob fits the bill. It\u2019s made of popped sorghum, which is often lauded as a superfood for its combination of antioxidants, vitamins, and fiber (among other things), and has a tight ingredient list full of foods you\u2019ll recognize: extra virgin olive oil, organic parmesan cheese, and black pepper. Both Djokovic and his kids are partial to the Olive Oil and Pink Salt flavor, but Cob also comes in Cacio e Pepe, Seriously Cheesy, and Mediterranean Herb.<\/p>\n

When asked about his go-to everyday hydration drink, Djokovic had a clear favorite: \u201cIf I have access to it, I will go crazy on coconut water.\u201d<\/p>\n

Pantry staples<\/p>\n

Kosterina Organic Everyday Extra Virgin Olive Oil<\/p>\n

Djokovic enjoys cooking but keeps things simple. His kitchen essentials include extra virgin olive oil, high-quality salt (he\u2019s a fan of Celtic), and a fridge full of fresh fruits and vegetables. For breakfast, he often makes oats or smoothies to fuel his kids (ages 8 and 11) before school. While he didn\u2019t specify which blender he uses, I\u2019ve linked our Gear of the Year<\/a> pick below.<\/p>\n","protected":false},"excerpt":{"rendered":"With a record 428 weeks spent at the top of the Association of Tennis Professionals\u2019 leaderboard, Novak Djokovic…\n","protected":false},"author":2,"featured_media":273531,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72],"tags":[520,99,428],"class_list":{"0":"post-273530","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-tennis","8":"tag-shopping","9":"tag-sports","10":"tag-tennis"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/273530","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=273530"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/273530\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/273531"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=273530"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=273530"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=273530"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}