• by Teresa Buyikian , August 6, 2024

The sweet and savory scent of fresh baked pretzels is a welcome smell upon entering many a mall food court. Some folks say it’s so good, “they should bottle it.” Well, someone finally did.

Auntie Anne’s Pretzels just announced the release of Knead, a fragrance “inspired by the pretzel brand's signature aroma,” per the release. The pretzel scented unisex perfume is a “wearable scent infused with notes of buttery dough, salt and a hint of sweetness.”

"There are few scents more recognizable than the aroma of Auntie Anne's," said Julie Younglove-Webb, chief brand officer at Auntie Anne's, in a release. "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."

Knead will have a proper fragrance launch at the grand opening of New York’s first "Pretzel Parfumerie" on Aug. 13 in New York City’s Soho neighborhood -- a temporary pop-up shop. Customers attending the launch on Aug. 13 from  noon to 7:00  p.m.. will encounter a fully immersive “sensory” experience and receive a free tote bag along with an Auntie Anne’s Original Pretzel. Those who purchase Knead will also take home additional branded swag.

For those who cannot attend the grand opening, the fragrance will also be available online beginning Aug. 14 at auntieannes.com/knead, in one ounce and 3.4 ounce sizes for $25 and $45, respectively. 

The brand is promoting the scent via its website, TikTok, Facebook and Instagram platforms.

Atlanta-based Auntie Anne’s now has over 2000 locations in 49 states and more than 25 countries, including units beyond the mall in Walmart, universities, military bases and food trucks.