City of Industry, California, United States, October 2025 – Snak King, one of the nation’s largest manufacturers of private-label and branded salty snacks, has announced the appointment of Michael Axelrod as its new Chief Executive Officer, succeeding Barry Levin, who has led the company for more than four decades. Under Levin’s visionary leadership, Snak King evolved from a one-room, one-machine operation into a nationally recognized snack food manufacturer with a global footprint. Levin will continue to serve on the company’s Board of Directors.
With more than 25 years of senior leadership experience in the consumer packaged goods (CPG) industry, Axelrod brings an impressive track record of strategic growth and operational excellence. He has held executive positions at TreeHouse Foods, Whirlpool Corporation, and Kraft/Mondelez Foods, and most recently served as Chief Executive Officer of Del Real Foods, where he led the company through significant revenue growth, national expansion, and operational transformation that positioned it for long-term success.
Reflecting on his appointment, Michael Axelrod said, “Barry has built an exceptional company with a reputation for quality, customer trust, and innovation. 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.”
Barry Levin, outgoing CEO and current Board member, expressed confidence in the leadership transition, stating, “Building Snak King over the last four decades with so many remarkable teammates has been a great privilege, and I am proud of the business we have grown 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.”
Bill Lovette, Partner at Falfurrias Capital Partners, which invested in Snak King in 2024, added, “Mike has a demonstrated record of driving growth and leading organizations through important transitions. His combination of operational discipline, customer orientation, and strategic vision makes him the right leader to guide Snak King into its next chapter.”
Founded in 1978 and headquartered in City of Industry, California, Snak King produces an extensive range of snack products including tortilla chips, rolled tortilla chips, popcorn, potato chips, extruded snacks, and nut clusters. The company serves both private-label and co-manufacturing partners and owns a portfolio of established in-house brands such as El Sabroso, The Whole Earth, Granny Goose, and Jensen’s Orchard.
Snak King is one of the largest snack food manufacturers in the United States, known for its commitment to quality, innovation, and customer satisfaction. With a diversified product portfolio spanning both private-label and branded snacks, the company continues to be a trusted partner for leading retailers and a pioneer in snack innovation.
About Falfurrias Capital Partners
Falfurrias Capital Partners is an operationally focused private equity firm based in Charlotte, North Carolina, founded in 2006 by Hugh McColl Jr., Marc Oken, and Ed McMahan. The firm has raised over $3.6 billion across seven funds and invests in high-growth, middle-market businesses where its team of investors and operators can help drive performance through strategic insights, operational expertise, and partnership with executive leadership.
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