Famous Amos gives cookie business another try

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Famous Amos gives cookie business another try
WELLESLEY, MA - SEPTEMBER 30: Wally Amos, cookie entrepreneur at Babson College. (Photo by David L Ryan/The Boston Globe via Getty Images)
7-1994; Wally Amos - Author of 'Man With Noname'; Aslan Publishing; (Photo By The Denver Post via Getty Images)
377388 02: Wally Amos speaks at a presentation to the American History Collection at the Smithsonian Institute November 18, 1980 in Washington, DC. Amos, founder of Famous Amos Cookies, gave his shirt and his battered Panama hat to the Smithsonian Institutions Business Americana Collection. (Photo by Diana Walker/Liaison)
ANAHEIM, CA - MAY 29: Wally Amos attends American Booksellers Association Convention on May 29, 1988 at the Anaheim Convention Center in Anaheim, California. (Photo by Ron Galella, Ltd./WireImage)
TAXI - 'Latka's Cookies' which aired on February 05, 1981. (Photo by ABC Photo Archives/ABC via Getty Images) WALLY 'FAMOUS' AMOS;ANDY KAUFMAN
377388 01: Wally Amos speaks at a presentation to the American History Collection at the Smithsonian Institute November 18, 1980 in Washington, DC. Amos, founder of Famous Amos Cookies, gave his shirt and his battered Panama hat to the Smithsonian Institutions Business Americana Collection. (Photo by Diana Walker/Liaison)
Wally Amos hugs Jayson Weidmann in the doorway of his cookie store after his weekly children's book reading on June 16, 2007, in Kailua, Hawaii. Amos, who created the Famous Amos cookie empire three decades ago and eventually lost ownership of the company _ as well as the rights to use the catchy name _ is now running a modest cookie shop in Hawaii. (AP Photo/Lucy Pemoni)
Wally Amos of Kailua, Hawaii, in the doorway of his store with a hot batch of cookies, Tuesday, June 12, 2007 in Kailua, Hawaii. Amos, who created the Famous Amos cookie empire three decades ago and eventually lost ownership of the company _ as well as the rights to use the catchy name _ is now running a modest cookie shop in Hawaii. (AP Photo/Lucy Pemoni)
Wally Amos, of Kailua, Hawaii, appears in his home office brightly painted by his wife, Tuesday, June 12, 2007 in the Lanikai section of Kailua, Hawaii. Amos, who created the Famous Amos cookie empire three decades ago and eventually lost ownership of the company _ as well as the rights to use the catchy name _ is now running a modest cookie shop in Hawaii. (AP Photo/Lucy Pemoni)
UNITED STATES - NOVEMBER 01: Wally Amos, inventor of Famous Amos Cookies, & his wife present company trademarks: a shirt & hat to Smithsonian Institution. (Photo by Diana Walker/Time & Life Pictures/Getty Images)
Wally "Famous" Amos poses with some of his cookies at a Tallahasee luncheon on March 17, 1983. (AP Photo/Mark Foley)
Wally Amos of Kailua, Hawaii, poses in the doorway of his store with a hot batch of cookies, Tuesday, June 12, 2007 in Kailua, Hawaii. Amos, who created the Famous Amos cookie empire three decades ago and eventually lost ownership of the company _ as well as the rights to use the catchy name _ is now running a modest cookie shop in Hawaii. (AP Photo/Lucy Pemoni)
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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 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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