Knead Is New Fragrance Inspired by Pretzel Maker Auntie Anne’s

Auntie Anne’s is rolling out something new—and we aren’t talking about pretzels. It is a new perfume called Knead. The scent delivers the restaurant’s very recognizable aroma of fresh baked pretzels—notes of buttery dough, salt and a hint of sweetness.

The juice evokes the experience of passing an Auntie Anne’s store, which are found in malls across America. The company has 2,000 locations in 49 US states and more than 25 countries.

“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.”

Knead will be sold online in 1 ounce and 3.4 ounce bottles for $25 and $45, respectively, starting August 14 at auntieannes.com/knead.

New York Sensory Experience

To celebrate the launch, Auntie Anne’s today will open the doors to what it is calling New York’s first “Pretzel Parfumerie.” The space in Soho will allow fans to experience Knead while immersing themselves in a sensory experience. Shoppers can buy the scent on site today, ahead of tomorrow’s online launch.