Come to think about it, was there any hjoe holding printed on the hangover jerky packages? I need to go back to the old pics and see if there are clues to the distributor back then.
This is being done on the sly it seems. If hangover or hangover holdings is trying a new brand, then there needn't be any secrets and they should have been right out front talking about the addition to their product line. Not in lame twits and FB boasts or riddles on a chat board.
This is looking like a shuck and jive move to, like you said, dump the now negative brand name and cover everything up. I believe I'm correct that the Hangover name is now being sued for everything from welshing on royalties to license copyright issues. The hjoe crew are trying to slime out of everything but yet keep the stock gravy train going.
I submit that hjoe will BK or r/s to change the entire company name from anything hangover to happy happy's. Other than your theory about copyrights, happy jacks seems to stand on it's own.
Although just recently while searching, I did see a few happy jack names being used elsewhere.