Auntie Anne’s Launches Signature Fragrance, Knead

Get ready to smell amazing because Auntie Anne’s is launching its very own signature fragrance. 

On Tuesday, the pretzel house unveiled its new fragrance called — and wait for it because this is perfect — “Knead.” 

“There are few scents more recognizable than the aroma of Auntie Anne’s,” Julie Younglove-Webb, the chief brand officer at Auntie Anne’s, shared in a statement provided to Food & Wine. “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.”

According to the brand, the new scent will make you think you’re smothering yourself in a warm, freshly made pretzel with “notes of buttery dough, salt, and a hint of sweetness.” As Auntie Anne’s added, “Each spritz evokes the experience of passing an Auntie Anne’s store and inhaling the nostalgic aroma of their pretzels.” 

In honor of the new scent’s launch, Auntie Anne’s is opening New York’s first “Pretzel Parfumerie” for one very special day on August 13. The perfumery, located at 433 Broadway in Soho, New York, will be open from 12:00 p.m. to 7:00 p.m. Fans of the brand came come through to enjoy the first spritzes of the Knead fragrance, and visitors will also receive a complimentary tote bag along with an Auntie Anne’s Original Pretzel (while supplies last, naturally). Those customers who do purchase a bottle of Knead will also get the chance to take home some additional swag. (Hopefully they have buckets of mustard handy too.)

Knead will then become available to the rest of us on August 14 in 1-ounce and 3.4-ounce bottles for $25 and $45, respectively. You can pick up a bottle right from auntieannes.com/knead. Just don’t be surprised when everyone around you starts suddenly asking, “Are you craving a pretzel right now? I could totally go for one.”