Snak King has appointed Michael Axelrod as CEO. He succeeds Barry Levin, who led the company for more than 40 years and will continue to serve on the board of directors.

Axelrod brings more than 25 years of senior leadership experience in the consumer packaged goods sector. His previous roles include executive positions at TreeHouse Foods, Whirlpool Corporation, and Kraft/Mondelez Foods. Most recently, he served as CEO of Del Real Foods, where he oversaw revenue growth, national expansion, and operational improvements.

“Barry has built an exceptional company with a reputation for quality, customer trust, and innovation,” says Axelrod. “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.”

“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,” says Levin. “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 based in City of Industry, CA, Snak King produces a range of salty snacks, including tortilla chips, rolled tortilla chips, popcorn, potato chips, extruded snacks, and nut clusters. The company manufactures both private-label products and branded items under El Sabroso, The Whole Earth, Granny Goose, and Jensen's Orchard.

“Mike has a demonstrated record of driving growth and leading organizations through important transitions,” says Bill Lovette, partner at Falfurrias Capital Partners, which invested in Snak King in 2024. “His combination of operational discipline, customer orientation, and strategic vision makes him the right leader to guide Snak King into its next chapter.”

Related: Snak King receives investment from private equity firm