Auntie Anne's Launches Knead, A Pretzel Inspired Perfume

Auntie Anne's knows the aroma of a freshly baked pretzel can be a powerful draw, and now they're bottling it as an exclusive fragrance you can wear anytime.

Knead features notes of "buttery dough, salt and a hint of sweetness," reminiscent of walking by an Auntie Anne's store as the smell of pretzels wafts through the air.

"There are few scents more recognizable than the aroma of Auntie Anne's," Julie Younglove-Webb, Chief Brand Officer at Auntie Anne's, said in a statement. "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."

The brand is opening New York City's first Pretzel Parfumerie on Aug. 13 at 433 Broadway in Soho to celebrate the launch of Knead. From 12 p.m. to 7 p.m., fans will get the first sniff of the Knead fragrance while enjoying an immersive sensory experience. Attendees will receive a free tote bag and an Auntie Anne's original pretzel while supplies last, and guests who purchase a bottle of Knead will be able to take home an additional swag item of their choice.

Knead will be sold in 1-ounce and 3.4-ounce bottles for $25 and $45, respectively. For those unable to attend the Auntie Anne's pop-up in New York City, Knead will become available for purchase at auntieannes.com/knead the next day, on Aug. 14.

Story by TMX