Auntie Anne’s to launch Knead, a fragrance capturing the scent of their freshly baked pretzels. The fragrance will be available starting August 13.
Knead is designed to transform the beloved scent that Auntie Anne’s fans adore into a wearable fragrance, featuring notes of buttery dough, salt, and a hint of sweetness.
Julie Younglove-Webb, chief brand officer at Auntie Anne’s, commented,
“There are few scents more recognizable than the aroma of 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, Auntie Anne’s will host a ‘Pretzel Parfumerie’ pop-up on August 13 at 433 Broadway in SoHo, New York. Attendees can shop for Knead, collect free tote bags, and enjoy a pretzel.
Knead will be sold in a 1-ounce bottle for $25 and a 3.4-ounce bottle for $45.
Auntie Anne’s operates more than 2,000 locations across 49 states and in over 25 countries.
