Introducing "Knead" by Auntie Anne's: A Fragrance Fans Will Absolutely Crave

Imagine walking through a mall, and suddenly, a rich, buttery scent wafts through the air, instantly recognizable and irresistibly enticing. It’s the unmistakable aroma of freshly baked pretzels from Auntie Anne’s, a scent that has become synonymous with the pure comfort and indulgence of mall food courts everywhere. Now, in a bold and delightful twist, Auntie Anne’s has bottled that beloved fragrance, inviting fans to experience their favorite snack in a whole new way.

Knead: Eau De Pretzel Photo By: Auntie Anne's

The Launch of "Knead": A Fragrance Born from Nostalgia

Auntie Anne’s, the reigning queen of mall pretzels, has unveiled "Knead," an exclusive fragrance that captures the essence of its signature pretzels. This is not just any perfume; it's a sensory journey, transforming the warm, comforting smell of Auntie Anne's pretzels into a wearable experience. With each spritz, "Knead" envelops you in the rich, buttery goodness of freshly baked dough, enhanced by a touch of salt and a subtle sweetness—a scent that evokes memories of childhood trips to the mall, where the day wasn't complete without a stop at Auntie Anne's.

“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.”

A Scented Celebration: New York's First Pretzel Parfumerie

To commemorate the launch of "Knead," Auntie Anne's is taking things to the next level by opening New York City's first-ever Pretzel Parfumerie. Located at 433 Broadway in Soho, this pop-up event on August 13th promises to be a feast for the senses. From 12:00 p.m. to 7:00 p.m., visitors will be treated to an immersive experience where the air will be thick with the nostalgic scent of pretzels, and fans will be the first to experience the fragrance in person.

As part of the celebration, attendees will receive a complimentary tote bag, perfect for carrying around a delicious pretzel or two. And, of course, no visit to the Pretzel Parfumerie would be complete without savoring an Auntie Anne’s Original Pretzel. For those who can't resist taking the fragrance home, a purchase of "Knead" will come with an additional surprise swag item.

"Knead": A Scent for Everyone

"Knead" is available in two sizes: a convenient 1-ounce bottle for $25 and a more generous 3.4-ounce bottle for $45, making it an affordable indulgence for anyone who loves the scent of warm, buttery pretzels. If you can’t make it to the New York pop-up, don't worry—starting August 14th, "Knead" will be available online at auntieannes.com/knead.

Whether you’re craving the nostalgic aroma of freshly baked pretzels or just looking for a unique and playful addition to your fragrance collection, "Knead" offers something truly special. It’s a scent that captures the joy of a simple pleasure, one that fans are bound to 'knead' in their lives immediately.

For more information about Auntie Anne's and the "Knead" fragrance, or to satisfy your craving for a freshly-baked pretzel, be sure to visit AuntieAnnes.com. You can also connect with Auntie Anne’s on social media through TikTok (@auntieannes), Instagram (@auntieannespretzels), and Facebook (@auntieannespretzels).