Looks like a variant on *hooey*, which the OED defines as:

> Humbug, nonsense.

It’s marked as slang that was originally from the U.S.  Also so labelled is *phooey*, which is given to mean:

> An expression of strong disagreement with or disapproval of something said. Also as sb., applied to the thing said: nonsense, ‘baloney’.

Both terms’ first citations are from the 1920s.