Cob

Jess Davidoff co-founded Cob alongside tennis legend Novak Djokovic to fix a personal pain point: the lack of safe, nutrient-dense snacks for her son following a severe corn allergy diagnosis. After an exhaustive search for the perfect alternative, she discovered sorghum, a climate-smart "supergrain" that pops just like corn but without the hard kernels or digestive baggage.

Supported by Djokovic’s commitment to high-performance, gluten-free nutrition, the duo is now bringing this ancient powerhouse to the mainstream. Unlike traditional popcorn, Cob’s popped sorghum is a functional snack that supports gut health and blood sugar stability. It’s a resistant starch packed with prebiotic fiber and antioxidants, offering a lower glycemic index and a softer texture that’s safe for the whole family.

Inside the Episode:

• How Jess solved a two-year medical mystery for her son and turned a dietary restriction into a brand-building opportunity.

• Why this drought-resistant grain is the ultimate corn alternative for gut health, satiety, and the environment.

• The story of how Novak Djokovic became a co-founder and how his wellness philosophy shapes the brand.

This podcast episode was made possible by Hummingbirds

Hummingbirds is the go-to platform built for creator-powered retail activations—connecting everyday creators with CPG brands to spark shelf-level awareness, drive in-store momentum, and generate authentic content in the markets that matter most. Learn more!

This podcast episode was made possible by glimpse

Glimpse is an AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days at tryglimpse.com/trial.