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Soft Pretzel Icon Auntie Anne’s Expands Availability of Homemade Baking Mix

November 13th, 2013
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Baking Kits Feature New Design, Same Great Taste

LANCASTER, Pa. - The enticing aroma of Auntie Anne's Pretzels is coming to more kitchens nationwide after the iconic pretzel chain entered into an agreement with national retailers, Target and Michael’s, to carry its newly designed Pretzels & More Homemade Baking Mix.

Just in time for the chilly autumn weather, the versatile Homemade Baking Mix is capable of creating a variety of delicious treats such as soft pretzels, pizzas, appetizers, gourmet breads, breakfast pastries, and more. An assortment of more than 40 Homemade Baking Mix recipes can be found at

While the Homemade Baking Mix has been available for purchase at a variety of retail locations, including select Walmart® locations and participating Auntie Anne’s stores, consumers will now notice a major packaging redesign intended to communicate the product’s versatility. On the box, the high quality images showcase appetizing baking favorites including Pretzel Dogs and Monkey Bread, and the dynamic packaging makes it easy for retailers to create exciting displays to attract more consumers. Fans will also notice a buy one; get one coupon for a freshly-made pretzel on the box that can be redeemed at Auntie Anne’s stores. The new packaging was created by marketing communications agency, Tad Ware & Company.

“Our packaging redesign, partnered with our increased presence in Michael’s and select Target locations, will undoubtedly bring our Homemade Baking Mix to a whole new collection of baking enthusiasts. As more consumers experience the array of homemade mix uses, we anticipate continued growth with our distribution,” said Matt Simon, director of marketing with Auntie Anne’s.

The packaging redesign and move into new retailers comes on the heels of the soft pretzel icon’s second annual Homemade Baking Mix Recipe Challenge. Earlier this year, individuals had the opportunity to develop original recipes for appetizers, entrees and desserts using the Homemade Baking Mix for a chance to win up to $1,000 and have their winning recipe featured on the Auntie Anne’s website.

About Auntie Anne’s 
Auntie Anne’s Inc. is the world’s largest franchisor of hand-rolled soft pretzels, supporting more than 1,400 Auntie Anne’s® Pretzels locations worldwide. In addition, it has extended the brand onto retailer’s shelves and also serves as a distributor for fundraising products. Whether making yummy pretzel snacks or gourmet breads, Auntie Anne’s Pretzels & More Homemade Baking Mix offers a fun, family activity. For more information, visit, or Images available upon request.


Kaitlin Nonnenmocher
PR & Social Media Specialist