HONOLULU — Wally Amos, the man who started the Famous Amos cookie company in 1975 in Los Angeles, is reinventing his brand yet again with the debut of a line of cookies being sold under The Cookie Kahuna name. The cookies are being sold at a candy store at Ala Moana Center in Honolulu.
Mr. Amos weathered a series of business setbacks that included the ownership of his company switching hands four times, his own position changing to salaried employee and having an injunction issued against him using his legal name as a trademark for a new business venture. Between 1985 and 1989, the Famous Amos company went through four different owners. In 1992, the President Baking Co. purchased the brand from The Shansby Group. Then, in 1998, Keebler purchased the President Baking Co. Then the Kellogg Co. purchased Keebler in 2001. The brand is now a part of Kellogg.
Although he no longer owns the Famous Amos brand, Mr. Amos has not abandoned the cookie category. He has launched several other cookie businesses in Hawaii over the past 30-plus years, including Uncle Noname, Aunt Della’s Cookies, Uncle Wally’s Muffin Co. and Chip & Cookie.As part of his latest venture, Mr. Amos is offerings his cookies at Ala Moana Center in Honolulu, with plans to expand to on-line offerings at TheCookieKahuna.com.