“I was drawn to the brand because of Jess’ founder story of how she preserved to find the source of her son’s medical struggles and discovered sorghum in the process,” Djokovic says. “I also already incorporate other ancient grains into my diet so was extremely intrigued to try sorghum and absolutely loved it.”

Cob launches in four flavors: cacio e pepe (cheese and pepper), Mediterranean herb, seriously cheesy and olive oil and pink salt. The tennis star and his daughter favor the olive oil and pink salt flavor, while Djokovic’s son enjoys a limited-edition kettle corn flavor coming in 2026. Djokovic says the mission of making on-the-go snacks using processes and ingredients you’d use in your own kitchen was a natural fit for him.

Just like his tennis, Djokovic’s perspective on investing has evolved. “I think entrepreneurship is really similar to being an athlete,” he says, “especially a tennis player because it’s a solo sport. In both entrepreneurship and tennis you’re setting out to hit goals that might never have been achieved by anyone else, and you have to have a very intense mindset to overcome all of the obstacles along the way to achieving those goals.”

Part of that process is synthesizing data to evolve. Djokovic says he’s constantly working with his team to assess training, recovery, nutrition and its impact on his performance. He likens that to a good entrepreneur reviewing customer feedback and data points to evolve products, marketing and packaging. “I love the fact that they’re both highly data-driven,” he says.

As Djokovic continues to build his personal portfolio, he has some companies where his investment is purely monetary and then others where he’s involved, such as Sila and now Cob, where he’s a co-founder. “I think earlier in my career, I was really focused more on training and more near-term brand partnerships,” he says, mentioning clothing and shoe deals and tennis-related collaborations. “Now I’m thinking more long-term in terms of companies that I can help grow over the next five-to-10 years and really add value to from my wealth of knowledge and experiments in the wellness and nutrition spheres.”

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That personal interest has drawn him toward holistic health, functional foods and nutrition, hydration, longevity, recovery and performance. He’s also passionate about the environment and technologies promoting sustainability. “I don’t think many fans know how passionate I am about the environment and nature in general, but it has been a lifelong passion for me, and I prioritize time outside [in] the morning sun, walking barefoot, swimming in the sea, and aim to do as much as possible to preserve our world for future generations,” he says. “I’m proud of our commitment at Cob to be plastic neutral and eventually plastic negative and was drawn to sorghum not only for its flavor and nutritional profile, but also because of its sustainability components such as requiring little to no water aside form rainfall and deep root systems.”

As Djokovic continues to spend his life traveling the globe and learning about different cultures, he says that’s helped inform his investment decisions. “One thing that is very clear is that people across the world are becoming much more informed and concerned with longevity and are questioning what they’re eating, how they’re working out and lifestyle habits to promote overall healthy [living],” he says. “So I think it’s a great time to be launching a food brand focused on better-for-you options with a nutritional powerhouse like sorghum.”

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