Wallace Amos Jr. (July 1, 1936 – August 13, 2024) was an American writer and businessman. He was the founder of the Famous Amoschocolate chip cookie, the Cookie Kahuna, and Aunt Della's Cookies gourmet cookie brands. He was also the host of the adult reading programs Learn to Read.
Early life
Wallace Amos Jr. was born July 1, 1936, to Wallace and Ruby Amos. He was born and raised in Tallahassee, Florida, until he was 12 years old. When his parents divorced, he moved to New York City with his aunt, where he enrolled at the Food Trades Vocational High School. He showed his interest in cooking at a young age. It was from his aunt Della Bryant, who would bake cookies for him, that Amos later developed his chocolate chip cookie recipe.
Returning to New York City, Amos took classes to become a secretary and took a mailroom clerk job with the William Morris Agency. Eventually, he became the agency's first African Americantalent agent. He signed Simon & Garfunkel and headed the agency's rock 'n' roll department. Amos attracted clients by sending them chocolate chip cookies along with an invitation to visit him. The musicians he represented included The Temptations and Marvin Gaye.
In 1975, a friend suggested to Amos that he set up a store to sell his cookies. In March of that year, the first Famous Amos cookie store opened in Los Angeles, California. He started the business with the help of a $25,000 loan from Marvin Gaye and Helen Reddy. The company began to expand, and eventually, Famous Amos chocolate chip cookies could be found on supermarket shelves across the United States. He became such a known figure culturally that he appeared as himself in the Taxi episode "Latka's Cookies", in 1981. Thanks in part to the success of his cookie company, he was hired to deliver speeches. He wrote several books, many of which have a self-help theme, including The Cookie Never Crumbles and The Power in You.
In 1979, Amos's long-time friend and publicist John Rosica introduced him to Literacy Volunteers of America. Amos advocated literacy and helped thousands of adults learn to read. In 1987, he also hosted a television series designed to teach others how to read, entitled Learn to Read, produced by Kentucky Educational Television and WXYZ-TV. The following year, Amos also hosted an updated revision of Another Page, another KET-produced reading program.
Due to financial troubles, Amos was forced to sell the Famous Amos Company in 1988. Because the name "Famous Amos" was trademarked by his former company, he had to use Uncle Noname's Cookie Company as his new company's name. A Famous Amos distributor at the time, Lou Avignone, heard Amos on a local radio talk show and contacted Amos with the idea for starting a new business. In 1994, the two became partners and subsequently launched Uncle Noname Gourmet Muffins. The company focused on fat-free, nutritious muffins. Uncle Noname became Uncle Wally's Muffin Company in 1999. The muffins were sold in more than 3,500 stores nationwide.
In 2014, an article in Fortune magazine lauded "The cookie comeback of 'Famous' Wally Amos" as Amos brought back his handmade cookies under a new name, The Cookie Kahuna. These cookies were marketed in a store in Hawaii, where Amos was based. They come in the flavors original chocolate chip, chocolate chip with pecans, and butterscotch with macadamia nuts. Amos appeared on the reality television show Shark Tank in October 2016, pitching Cookie Kahuna, but failed to get a deal. The business folded in 2018.
In 2019, Amos was called the "King of Cookies" by NBC affiliate KSNV in Las Vegas.
In 2020, Content Media Group released a documentary on the life of Wally Amos, The Great Cookie Comeback: reBaking Wally Amos. The film was directed by Jeff MacIntyre.
Amos was married five times, most recently to Carol Williams. He had four children: Michael Amos, Gregory Amos, Sarah Amos, and musician Shawn Amos. Amos lived in Hawaii from 1977 until 2018, and was again living in the state at the time of his death. He also lived in Columbia, South Carolina, where he was working on Aunt Della's Cookies until 2018.
Amos died due to complications from dementia at his home in Honolulu on August 13, 2024, at the age of 88.
Amos, Wally; Glauberman, Stu (2006). The Power of Self-Esteem. Blue Mountain Arts Inc. ISBN978-1598421705.
Amos, Wally; Glauberman, Stu (2008). Watermelon Magic: Seeds Of Wisdom, Slices Of Life. Jack Canfield (foreword). Atria Books/Beyond Words. ISBN978-1416598534.
Amos appeared in the October 6, 2016 episode, seeking $50,000 funding for 20% equity of his company "Cookie Kahuna". The Sharks all passed on the opportunity.
2018
The Great Cookie Comeback: Re-Baking Wally Amos
Documentary film
Himself
Released in February 2020, a documentary film on the life of Wally Amos, released by Content Media Group.
12Pemoni, Lucy (July 13, 2007). "No longer Famous, Wally Amos still baking". msnbc.com. Archived from the original on October 3, 2018. Retrieved December 22, 2018. Born in Tallahassee, Fla., Amos moved to New York City at age 12 because of his parents' divorce. He lived with an aunt, Della Bryant, who taught him how to make chocolate chip cookies.
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