With over 2000 locations in over 25 countries Auntie Anne’s is a brand that has an extensive footprint across the globe. Renowned for its pretzels, the brand has cornered the market for its perfectly baked treats. Now though, Auntie Anne’s is extending its presence into the world of scents and perfumes with its very own fragrance.

Smells Like Pretzels

Auntie Anne’s mixes, twists, and bakes pretzels to golden brown perfection all day long in full view of guests. In fact many of us can’t seem to resist the temptation to buy the delectable treat the moment we walk past their store.

Now though, the pretzel brand has focused its attention on bottling its signature smell.  Auntie Anne’s is bottling the aroma of its freshly-baked pretzels with an exclusive new fragrance, Knead. The perfume apparently transforms the iconic aroma fans love into a wearable scent infused with notes of buttery dough, salt and a hint of sweetness.

Each spritz of the ‘Eau de pretzel’ evokes the experience of passing an Auntie Anne’s store and inhaling the nostalgic aroma of their pretzels.

More Than Just Dough

To celebrate the launch of Knead, the brand opened New York’s first Pretzel Parfumerie on August 13 at 433 Broadway in Soho, New York. Here, Auntie Anne’s fans will be the first to enjoy the Knead fragrance while immersing themselves in a sensory experience.

At the Pretzel Parfumerie, visitors will receive a complimentary tote bag along with an Auntie Anne’s Original Pretzel. 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 US$25 and US$45, respectively.

“There are few scents more recognisable 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.”

(Image: Auntie Anne’s)