Novak Djokovic is putting his name behind a chip that actually reflects how he eats. cobfoods announced the launch of its new Tortilla Chips this week, with Djokovic as the face of the campaign.
The chips are made with whole grain sorghum instead of corn. Sorghum is an ancient grain that’s naturally gluten-free. It also delivers more fiber and antioxidants than conventional corn-based chips. For health-focused snackers, it’s a genuinely interesting swap.
For Djokovic, this one feels like a natural fit. He’s spent years building one of the most recognizable wellness-first identities in sports. Back in 2010, a doctor identified a gluten sensitivity. It was affecting his performance on court, and addressing it helped transform his career. He leaned into clean, plant-forward eating and never really looked back.
Djokovic has remained one of the most decorated players in tennis history. His nutrition approach has been a well-documented part of that story. He’s been vocal about it in interviews for years. He even wrote a book about it.
“Serve to Win,” published in 2013, laid out his food philosophy for a wide audience well beyond tennis fans. So this endorsement makes sense. The ingredient story lines up with how he actually eats.
cobfoods went with a playful line to kick off the campaign on Instagram: “Novak takes crunching seriously. Now you can too.” The campaign runs under the hashtag #SnackLikeNovak, tying Djokovic’s athletic identity directly to the product. The brand described the chips as packed with flavor and made for sharing. The copy added that you probably won’t want to.
The response was strong. The cobfoods announcement collected nearly 18,000 likes on Instagram. For a brand still building its name, that’s a meaningful signal. The number suggests real interest in what Djokovic is backing.
Sorghum has been a staple grain in parts of Africa and Asia for centuries. In health food circles, it’s had a quieter rise. It’s drought-resistant, naturally gluten-free, and easier on the digestive system than corn for people with sensitivities. Brands have been folding it into flour and pasta for years. A chip made from it is a natural next step.
cobfoods is framing the ingredient as a “superfood.” That word gets stretched often enough to raise an eyebrow. But the nutritional case for sorghum is solid. And the corn-free angle will draw in plenty of people managing gluten or corn sensitivities.
No retail locations or pricing have been confirmed yet. But with the #SnackLikeNovak campaign already circulating, cobfoods has some real momentum to build on. The launch has a recognizable athlete and a clean grain story. That’s a solid foundation.
For anyone who’s followed Djokovic’s wellness journey over the years, seeing him put his name on something like this feels right. He’s always been deliberate about what he puts in his body. And for health-conscious snackers looking for a new option, cobfoods just gave them a good reason to pay attention.
