Snak King has appointed Michael Axelrod as the new CEO of the private label and branded snacks manufacturer, succeeding Barry Levin.
Levin has led the California-based company for over four decades. However, he is now stepping down from his role as CEO but will remain on the board of directors. Snak King received investment last year from Falfurrias Management Partners.
Axelrod is transitioning to Snak King from his position as CEO of Del Real Foods, a Hispanic food group he led since 2019.
His career began at Boston Consulting Group, followed by executive roles at Passport Food Group and TreeHouse Foods—another own-label business in the United States. Notably, he also held positions at Kraft Foods and served as vice president of innovation at McCain Foods.
“Barry has built an exceptional company with a reputation for quality, customer trust, and innovation,” Axelrod commented.
“It is an honor to follow in his footsteps, and I look forward to working with the Snak King team to build on that foundation as we pursue the next phase of growth and value creation.”
According to the company, Levin has transformed Snak King from a one-room, one-machine manufacturer of pork rinds into the international enterprise it has become today.
Levin expressed, “Building Snak King over the last four decades with remarkable teammates has been a great privilege, and I am proud of what we have achieved together.”
“I am confident that Mike is the right leader to guide Snak King forward and continue to deliver for our customers, employees, and partners.”
Founded in 1978 and headquartered in City of Industry, California, Snak King is also a co-manufacturer. Its portfolio includes private-label products for retailers and in-house brands like El Sabroso, The Whole Earth, Granny Goose, and Jensen’s Orchard.
The undisclosed investment announced in August 2024 was funneled through the Falfurrias Capital Partners IV and V funds, headquartered in Charlotte, North Carolina.