If you’ve popped into a mall or an airport in the past 30-some years, you were most likely greeted by that signature Auntie Anne’s pretzel scent—that hand-baked buttery-fresh goodness that can make you a very active consumer in mere minutes.
And, in the “let’s bottle this” move we never knew we needed, Auntie Anne’s is releasing an exclusive fragrance, with a New York–based Parfumerie to boot.
Called Knead, the freshly baked pretzel aroma is available for sale beginning August 13 (it’s available in 1 ounce and 3.4 ounce bottles for $25 and $45). The perfume transforms the iconic warm aroma into a wearable scent infused with notes of buttery dough, salt and a hint of sweetness. Each spritz “evokes the experience of passing an Auntie Anne’s store and inhaling the nostalgic aroma of their pretzels,” according to the company.
“There are few scents more recognizable than the aroma of Auntie Anne’s,” said Julie Younglove-Webb, Chief Brand Officer at Auntie Anne’s. “Smell is a special and powerful sense. Over the years, fans have shared their memories and experiences that began with just a whiff of our pretzels. We’ve bottled that moment and can’t wait for fans to enjoy it in a whole new way.”
To celebrate the launch of Knead, the brand is opening New York’s first Pretzel Parfumerie on launch day at 433 Broadway in Soho, New York. Open from 12:00 p.m. to 7:00 p.m., Auntie Anne’s fans will be the first to enjoy the Knead fragrance, all while experiencing a “sensory experience.” Visitors will receive a complimentary tote bag, along with—you guess it—an Auntie Anne’s Original Pretzel, and customers who purchase Knead can take home an additional swag item of their choice.
