Famous Amos furthers entrepreneurship initiative, launches anniversary campaign

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Famous Amos furthers entrepreneurship initiative, launches anniversary campaign

12 Mar 2025

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

CHICAGO — Famous Amos, a brand under the Ferrero North America umbrella, launched the fifth edition of its Ingredients for Success (IFS) Entrepreneurs Initiative.

The program is held in partnership with the US Black Chambers, Inc. and offers $150,000 in awards each year to help early-stage Black business owners. IFS awards $50,000 to three recipients and offers access to mentorship, networking and educational resources. Since its founding in 2020, the program has awarded 12 business owners $600,000 total.

The initiative was created in honor of Wally Amos, the brand’s founder who passed away August 2024.

“Wally Amos was boldly original, and his vision and impact are still part of Famous Amos to this day,” said Rachna Patel, VP of marketing for Famous Amos. “Ingredients for Success pays tribute to the brand’s roots by helping early-stage Black business owners work toward their dreams, ultimately helping fuel a community where individuality and innovation can thrive long term.”

“Ingredients for Success pays tribute to the brand's roots by helping early-stage Black business owners work toward their dreams — ultimately helping fuel a community where individuality and innovation can thrive long-term.” — Rachna Patel | VP of marketing | Famous Amos

Applications are due April 23 and can be submitted online at the IFS website. Eligible businesses must be at least 90% Black-owned, in business for five years or less, headquartered in the US and owned by individuals 21 years or older.

Submissions will be reviewed by a panel of judges, including Shawn Amos, an entrepreneur and author as well as the son of the Famous Amos founder; Steve Canal, founder of One Venture; and Brittany Rhodes, founder of Math Equals Me and a previous winner of the IFS program.

“Fifty years ago, my father put his dream into action and founded Famous Amos,” Shawn said. “Since then, it has grown to become a globally recognized brand, and I’m honored to be a part of its evolution. I’m also grateful to serve as a judge for the IFS program during this monumental year. So many entrepreneurs deserve a chance to grow their business to reach its fullest potential. IFS builds upon the lessons from my father and provides resources to help others’ business dreams become a reality.”

In addition to the continuation of the IFS program, Famous Amos has launched the “Famously You” campaign in honor of its 50th anniversary. Part of the campaign includes a limited release of Collector’s Edition packaging featuring Wally and the brand’s original 1975 graphics. The Collectors Edition bag is available at retailers nationwide, will supplies last.

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