Knead: Auntie Anne’s New Pretzel Perfume

There’s nothing quite like the smell of fresh pretzels wafting through a mall. Imagine capturing that delicious aroma and wearing it! It might sound crazy, but pretzel perfume is now a reality. Auntie Anne’s has bottled the scent of its freshly baked pretzels into a new exclusive fragrance called Knead. This perfume transforms the iconic aroma fans adore into a wearable scent infused with notes of buttery dough, salt, and a hint of sweetness. Each spritz evokes the nostalgic experience of passing an Auntie Anne’s store and inhaling the mouthwatering aroma of their pretzels.

To celebrate the launch of Knead, Auntie Anne’s is opening New York’s first Pretzel Parfumerie on August 13 at 433 Broadway in Soho, New York. The pop-up will be open from 12:00 p.m. to 7:00 p.m., giving Auntie Anne’s fans the first opportunity to enjoy the Knead fragrance while immersing themselves in a sensory experience. Visitors will receive a complimentary tote bag* along with an Auntie Anne’s Original Pretzel**, and customers who purchase Knead can take home an additional swag item of their choice.***

“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.”

You’ll smell so delicious, that people might be tempted to take a nibble!

Knead is available in 1-ounce and 3.4-ounce bottles for $25 and $45, respectively. For those unable to attend the New York pop-up, Auntie Anne’s signature fragrance will be available for purchase online starting August 14 at auntieannes.com/knead. Now you can carry the delicious scent of fresh pretzels with you wherever you go!

*Tote Bags: Free tote bags will be given to attendees on a first-come, first-served basis while supplies last. Limit one per person. Availability is not guaranteed. We reserve the right to end this offer at any time without notice.

**Free Pretzels: Free Original Pretzels will be given to attendees on a first-come, first-served basis while supplies last. Limit one per person. Availability is not guaranteed. No substitutions. We reserve the right to end this offer at any time without notice.

***Free Gift with Purchase: Attendees who purchase a fragrance at the event are eligible for a gift, subject to availability and limited to one per person. This offer is valid only for event purchases and may be terminated at any time without notice.