Auntie Anne’s Dishes Out ‘Knead’ Fragrance That Smells Of Buttery Pretzels
Image via Auntie Anne’s
Auntie Anne’s latest release, as with all its pretzels, has a twist: it’s for smelling, not eating.
The beloved pretzel purveyor has debuted its first-ever perfume, ‘Knead’, which aims to capture the mall staple’s irresistible aroma of freshly baked pretzels, thanks to notes of buttery dough, salt, and a subtle hint of sweetness.
When putting it on, you’ll be transported to a memory of strolling through a shopping mall and catching a whiff of the delectable bakes.
“There are few scents more recognizable than the aroma of Auntie Anne’s,” shares 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.”
For those who feel they knead this tantalizing item, this “Eau de Pretzel” will be available for purchase starting August 14 on Auntie Anne’s website. Customers can choose between a one-ounce bottle priced at US$25 or a larger 3.4-ounce size for US$45.
Image via Auntie Anne’s
That logo is a tasty little tidbit—the ‘e’ and ‘a’ are symmetrical characters, interwoven with one another to resemble a pretzel. The bottle comes in an elegant blue and orange box that reflects Auntie Anne’s color scheme.
Not just bottling up the experience, Auntie Anne’s is opening New York’s first Pretzel Parfumerie to celebrate the perfume’s launch for one day at 433 Broadway in Soho, New York, on August 13. Here, they’ll be among the first to sample the new fragrance while participating in a multi-sensory pretzel experience. Visitors will also receive a complimentary tote bag and an Original Pretzel, and those who purchase a bottle of Knead will get to choose a piece of swag to take home.
With this signature scent, the company is offering fans a new way to enjoy and remember their favorite snack, even when they’re far from the food court.
[via New York Post and Delish, images via Auntie Anne’s]
