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Catching Up With Wally Amos / Muffin Man
May 05, 2003 – by Hanna Aronovich, Food And Drink Magazine
Wally Amos is bringing the same enthusiasm — and almost the same name — to muffins as he did for cookies three decades ago. Wally Amos’ roots in the baked goods industry date back to 1975. His “famous” cookies made him a household name. And, after facing difficulties in business, he has worked to climb his way back to the top. Along the way, he discovered muffins – and a positive attitude – are the secret ingredients for success.
His newest company, Uncle Wally’s, is on the brink of introducing new muffin products. “We have some revolutionizing ideas, very exciting ideas,” says Jerry Ceccio, vice president of marketing and sales. Keeping the details of the new products under wraps, Ceccio does say, “When we do get the new products to the marketplace, you?ll see us making a strong effort to get the awareness out there. We want Uncle Wally?’s to be synonymous with muffins.” He says it’s the company’s goal to bring its products to every market.
Originally, the company specialized in fat-free and sugar-free muffins in the mid-‘90s, at the peak of the fat-free trend. “The fat-free and sugar-free muffins were door-openers for us,” Ceccio says. "In-store bakeries weren’t interested in producing the muffins themselves, and it allowed us to bring a thaw-and-sell product to them."
To continue its growth, the company developed its Rich & Moist line of muffins to appeal to a mass-market audience. Among consumers, the Rich & Moist muffin has surpassed the other lines in popularity, according to the company. “People talk fat-free, but eat fat,” says Wally Amos, founder and spokesman.
Uncle Wally’s has experienced many recent milestones, including a new 43,000 square-foot facility built in 2001 to accommodate increased product demand and landing accounts with stores in more than 2,000 locations nationwide.
The company, however, was not an overnight success. In fact, its history is one with numerous obstacles. But, as Amos explains, there was a positive silver tin-paper lining.
In 1992, Wally Amos founded Uncle Noname Cookie Co. The “no name” concept symbolized Amos? severed ties to Famous Amos Cookie Co. Amos was the founder and spokesperson of Famous Amos cookies, and when he separated from the company, he also sacrificed the rights to his own name. Amos was legally prevented from using his name on any future food products.
Hearing a 1992 radio interview with Amos, Lou Avignone, a Famous Amos distributor, called in to speak to Amos. The two developed a business relationship and eventually agreed to embark on a new cookie company, Uncle Noname. Avignone put together a management team, including Ceccio.
Yet despite group morale, sales were low and there were problems with production. “We didn’t have control over production, and there were problems with the quality of the product,” explains Ceccio. “We had to pull the product from the market, and our business relationships suffered.”
Avignone suggested muffins as a less-competitive market. “I didn’t really know anything about muffins,” Amos admits. “But I told Lou, ‘If you make a good product, I’ll sell it.’ And that’s where it started.”
In 1996, the team turned its attention towards muffins. “We went from fat-free to sugar-free, and along the way into bankruptcy,” Amos says.
“Basically, our cookie business created debt,” Ceccio explains. The company was struggling to build itself up as a credible muffin company while carrying the debt from its cookie venture.
“It was during bankruptcy, about two years or so, that we grew the business,” Amos says. “We came out of bankruptcy without assistance and expanded the line.”
Amos attributes the turnaround to Avignone’s leadership and the entire staff’s dedication. “The only way to get through times like those is with dedicated people,” Amos says. “The people – they’re creative, hard working, they held to the vision. I just love them.”
Although the company had straightened out its balance sheet, it still had difficulties with its marketing efforts. “Uncle Noname was an inherited name,” Ceccio explains. “It was a difficult brand to market. The story behind the name is great for consumers, but it was a tough sell for the buyers.”
Amos explains the full story of how he “lost” his name in his book, The Man With No Name: Turn Lemons Into Lemonade. He recounts his story with gratitude and optimism, including inspirational phrases such as ‘failure is someone else’s opinion of the outcome of a situation.’ However, the truth remained that the Noname brand was not ideal for marketing.
The marketing powers-that-be smiled on Uncle Noname – coincidentally, on Famous Amos’ 25th anniversary – in 1996. Keebler, the new owner of Famous Amos brand cookies, invited Amos to return as spokesperson. As part of the contract, Amos was given permission to use his name to market other products – and Uncle Noname became Uncle Wally’s.
“When we got the Uncle Wally’s name, that would [allow us to] connect the brand to Wally,” Ceccio explains. “The fact that Wally is an icon gives us an edge over other food companies.”
“People will always call me Famous Amos, and Uncle Wally’s will benefit from that,” Amos says. “There’s an on-going effort to let people know that Uncle Wally?s is Wally Amos.”
“The value of this company is going to come from the ability to create awareness for the brand,” Avignone says. “It’s not about how many muffins we make. It’s about how many branded muffins we make.”
The new name, in conjunction with the Rich & Moist line and new baking facilities, jump-started the company. Although the muffins are primarily distributed throughout the northeastern states, Uncle Wally’s is sold at Sam’s Club, Winn-Dixie, Wal-Mart, Costco and Slater Bros. nationwide.
Amos does not see any limits on the muffins? potential. “There are so many supermarkets that we’re not even in yet,” he says. “The world is ours as far as I’m concerned.”
Spreading the goodness, Amos has joined his community outreach efforts with his muffin promotions. Amos has been a long-time advocate of literacy. He is the national spokesman for Literacy Volunteers of America, has served on the board of advisers for the National Center for Family Literacy, and has been involved with numerous other literacy programs. On his tours and lectures, Amos brings muffins.
“He’s truly an ambassador for Uncle Wally’s,” Ceccio explains. “Wherever Wally has a venue, he has muffins. He brings them along on his literacy effort campaigns.”
Further promoting the brand, this year Uncle Wally’s participated in National Muffin Week. During the first week of May every year, muffin companies and muffin lovers alike promote, celebrate and eat the sweet, hand-held treat. “Everybody else has a week,” says Amos. “Why can’t we have a week?” He explains that the event is “an effort to legitimize muffins, to have muffins take their place in history.”
Amos has obviously cultivated a fondness for muffins. “We want to give muffins a personality,” he says. “They’re cute, they wear a hat, they come in all varieties – they’re like people.”
In regards to the exposure that National Muffin Week has had for Uncle Wally’s, Amos acknowledges that the company’s efforts are slowly building success. “We’re just getting off the ground,” he says. "But, no effort goes unrewarded. We hope the results are fantastic, but if it’s good … "
… Amos will undoubtedly continue on with unfettered enthusiasm.