HONOLULU (AP) — The Hawaii man who in the 1980s lost ownership of his Famous Amos cookie company is
reinventing his brand yet again.
Wally Amos debuted his latest push for a retail rebound this month at Ala Moana Center in Honolulu. The
76-year-old is now selling his cookies at candy store Boardwalk Treats under the name, The Cookie
Kahuna.
Amos has reinvented himself more than a half-dozen times since losing ownership of the Famous Amos
company, along with use of his moniker and image, the Honolulu Star-Advertiser (http://ow.ly/y65DO)
reported.
Amos started the Famous Amos company in 1975 in Los Angeles. The company ran into financial trouble and
Amos eventually lost ownership. The brand is now owned by the Kellogg Co.
His latest venture comes after launching other cookie businesses in Hawaii, including Uncle Noname, Aunt
Della’s Cookies, Uncle Wally’s Muffin Co. and Chip & Cookie, which lost him nearly $1 million.
He has lived in Hawaii since 1977.
Amos says his previous successes and failures taught him to never give up.
“Failure is not failure, but an opportunity to begin again more intelligently,” he told the Honolulu
Star-Advertiser, paraphrasing Henry Ford. “I love that quote. On my worst day I never thought I should
quit. You are guaranteed to fail if you quit. But if you find the tenacity to keep going, eventually you
will succeed.”
He said he plans to launch online sales in the coming weeks at TheCookieKahuna.com.
“I’m setting up to do some real business, to make some real money and spend some time with the people
that have always helped me,” he said. “I don’t have that money yet, but it’s right around the corner.”

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Information from: Honolulu Star-Advertiser, http://www.staradvertiser.com