Mall favorite Auntie Anne's Launches Alluring Pretzel-Inspired Fragrance

“Smell is a special and powerful sense... We’ve bottled that moment and can’t wait for fans to enjoy it in a whole new way.”Photo byCourtesy Photo

Auntie Anne's has introduced a unique new product: a fragrance named Knead that captures the beloved aroma of their freshly-baked pretzels. The scent, which combines notes of buttery dough, salt, and sweetness, aims to recreate the nostalgic experience of walking past an Auntie Anne’s store.

Julie Younglove-Webb, Chief Brand Officer, noted, “Smell is a special and powerful sense... We’ve bottled that moment and can’t wait for fans to enjoy it in a whole new way.”

To mark the launch, Auntie Anne’s will open New York’s first Pretzel Parfumerie on August 13 at 433 Broadway in Soho. The pop-up will be open from 12:00 p.m. to 7:00 p.m., offering visitors a chance to experience Knead firsthand. Attendees will receive a complimentary tote bag and an Auntie Anne’s Original Pretzel, with additional merchandise available for those who purchase the fragrance.

Knead will be sold in 1-ounce and 3.4-ounce bottles for $25 and $45, respectively, and will be available for purchase online starting August 14 at auntieannes.com/knead.