Sam Rockwell

Sam Rockwell is the Co-Founder and Chief Executive Officer of Happi Co., a modern food company creating culturally relevant frozen meals, desserts, and snacks. Happi Co.’s portfolio includes Laughing Tiger, an authentic pan-Asian frozen meal line, as well as private brand partnerships and licensed products distributed nationally. Sam is also the Co-Founder of Dr. Bombay Ice Cream, a culturally iconic ice cream brand developed in partnership with entertainment icon Snoop Dogg and Lil Baby. Most recently, in 2026, Sam co-founded SlapSnacks with UFC President Dana White, a disruptive frozen snacking brand designed to reinvent the legacy Hot Pockets category with bold, high-protein offerings. Sam began his entrepreneurial journey while a student at the University of Wisconsin–Madison School of Business, where he graduated with honors with a BBA in Risk Management and Insurance. While in school, he co-founded WaffleWaffle, which grew into a national retail business and ultimately evolved into Happi Co., the company’s current operating name. Under Sam’s leadership, Happi Co. has generated over $100 million in sales, launched multiple brands, and built strategic partnerships with leading retailers including Walmart, Kroger, Sam’s Club, Costco, Meijer, Wakefern, Albertsons/Safeway, 7-Eleven, Restaurant Brands International, and many more. In 2020, Happi Co. led the development of One Bite Frozen Pizza, one of the first celebrity-led frozen food brands in the U.S., launched in partnership with Barstool Sports. The product line was developed under license by Happi Co. and served as a key proof point in bringing cultural relevance and personality into the frozen aisle. Outside of work, Sam is an instrument-rated pilot with over 3,500 hours of flight time and often serves as Happi Co.'s and Dr. Bombay’s corporate pilot. He is also a former semi-professional soccer player and avid fitness enthusiast.