Novak Djokovic Invests in Clean Eating Cob Startup, Expands Portfolio

Tennis icon Novak Djokovic is broadening his business interests with a significant investment in Cob, a clean-eating startup founded by Jessica Davidoff. Djokovic led a $5 million funding round, simultaneously assuming the role of lead investor and co-founder. Cob is launching a line of corn-free, gluten-free snacks made from sorghum, an ancient grain. Positioned as a healthier alternative to popcorn, the initial product offerings will feature four flavors: cacio e pepe, Mediterranean herb, seriously cheesy, and olive oil and pink salt. This investment reflects Djokovic's evolving business strategy, moving from short-term endorsements to a long-term focus on health and wellness companies. His direct participation as a co-founder highlights his dedication to leveraging his personal nutrition knowledge and experience with functional foods in entrepreneurial endeavors.