Forget skincare and tequila—Novak Djokovic just joined the celebrity popcorn boom

Novak Djokovic is launching Cob, a sorghum-based popcorn brand, leading a $5 million seed round for the startup. This move aligns with a growing trend of celebrities entering the popcorn market, attracted by its rising popularity and potential for healthier formulations. The U.S. popcorn market has experienced significant growth, driven by consumer demand for bolder flavors and cleaner ingredients. Cob aims to offer a gluten-free, fiber-rich alternative to traditional popcorn, appealing to health-conscious consumers. Jessica Davidoff, the brand's creator, developed Cob as a corn-free option for her son with corn allergies. Cob will initially offer four flavors and be sold online, with plans for future sorghum-based products. Healthier popcorn brands like SkinnyPop paved the way for Cob by focusing on simple ingredients and avoiding artificial additives. Emerging brands are tapping into trends like GLP-1, aiming to satisfy consumers seeking snacks that promote fullness. Celebrities like Khloe Kardashian are also investing in high-protein popcorn, drawn to the category's high sales volumes and profit margins.