Auntie Anne’s Launches Knead – An Exclusive Fragrance Inspired by the Pretzel Brand’s Signature Aroma

The brand’s buttery, pretzel scented perfume will be available for purchase starting

August 13

ATLANTA, GA (August 6, 2024) – Auntie Anne's is bottling the aroma of its freshly-baked pretzels with an exclusive new fragrance, Knead. The perfume transforms the iconic aroma fans love into a wearable scent infused with notes of buttery dough, salt and a hint of sweetness. Each spritz evokes the experience of passing an Auntie Anne's store and inhaling the nostalgic aroma of their pretzels.

“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.”

To celebrate the launch of Knead, the brand is opening New York's first Pretzel Parfumerie on August 13 at 433 Broadway in Soho, New York. Open from 12:00 p.m. to 7:00 p.m., Auntie Anne’s fans will be the first 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.***

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 the following morning, August 14, at auntieannes.com/knead .

If the craving arises to snack on a freshly-baked pretzel, or for more information on Auntie Anne's, please visit AuntieAnnes.com and connect with Auntie Anne's on TikTok (@auntieannes) , Instagram (@auntieannespretzels) , and Facebook (@auntieannespretzels) .

*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 free 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.