What’s in a Noname?

Wally Amos, who sold his Famous Amos cookie empire in 1988, is back in the cookie wars under the brand Uncle Noname, pronounced noh-nah-may.

Amos concedes it’s a play on “no name” after the owners of the Famous Amos brand sued to stop him from using his name commercially.

“I’m not Wally Amos. I’m a child of God, I’m spirit,” Amos said. “If I thought I was Wally Amos and that was it, they would have had me. I would have felt victimized and I would be crying.”

Amos was playing a kazoo this week while promoting his new hazelnut chocolate chip cookies at a suburban Canoga Park warehouse grocery outlet.

“Noname cookies, don’t pass them by,” he told shoppers, urging them to buy the offerings of his Portland, Ore.-based Noname firm.

Amos has already sold 70,000 bags of Noname cookies through Costco stores, and he plans to expand into Price Club outlets, vending machines, TV home shopping and mail-order.