Auntie Anne’s has introduced a new fragrance called Knead, capturing the aroma of their freshly-baked pretzels. The perfume, infused with notes of buttery dough, salt, and a hint of sweetness, aims to evoke the nostalgic experience of passing by an Auntie Anne’s store.
Julie Younglove-Webb, Chief Brand Officer at Auntie Anne’s, highlighted the significance of this scent, noting that it is one of the most recognizable and cherished aromas for fans. She expressed excitement about allowing fans to enjoy this scent in a new, wearable form.
To celebrate the launch of Knead, Auntie Anne’s will open New York’s first Pretzel Parfumerie on August 13 at 433 Broadway in Soho. The event will run from 12:00 p.m. to 7:00 p.m., offering fans the first chance to experience the Knead fragrance. Visitors will receive a complimentary tote bag and an Auntie Anne’s Original Pretzel. Customers who purchase the fragrance can also take home an additional promotional item.
Knead will be available in 1 ounce and 3.4 ounce bottles, priced at $25 and $45, respectively. For those unable to attend the event, the fragrance will be available for purchase online starting August 14 at auntieannes.com/knead.