Auntie Anne’s Is Launching a Fragrance Impressed By Its Pretzels

For those who’ve popped right into a mall or an airport prior to now 30-some years, you had been most certainly greeted by that signature Auntie Anne’s pretzel scent—that hand-baked buttery-fresh goodness that may make you a really lively shopper in mere minutes.

And, within the “let’s bottle this” transfer we by no means knew we would have liked, Auntie Anne’s is releasing an unique perfume, with a New York–primarily based Parfumerie in addition.

Referred to as Knead, the freshly baked pretzel aroma is obtainable on the market starting August 13 (it’s out there in 1 ounce and three.4 ounce bottles for $25 and $45). The fragrance transforms the long-lasting heat aroma right into a wearable scent infused with notes of buttery dough, salt and a touch of sweetness. Every spritz “evokes the expertise of passing an Auntie Anne’s retailer and inhaling the nostalgic aroma of their pretzels,” in response to the corporate.

“There are few scents extra recognizable than the aroma of Auntie Anne’s,” mentioned Julie Younglove-Webb, Chief Model Officer at Auntie Anne’s. “Odor is a particular and highly effective sense. Through the years, followers have shared their recollections and experiences that started with only a whiff of our pretzels. We’ve bottled that second and might’t look forward to followers to get pleasure from it in an entire new means.” 

To have fun the launch of Knead, the model 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 followers would be the first to benefit from the Knead perfume, all whereas experiencing a “sensory expertise.” Guests will obtain a complimentary tote bag, together with—you guess it—an Auntie Anne’s Unique Pretzel, and prospects who buy Knead can take house an extra swag merchandise of their alternative.