Smell Like a Snack: Auntie Anne’s Drops New Perfume

You can now literally smell like a snack while looking like one, thanks to Auntie Anne’s.

Everyone’s favorite mall snack has just launched a new fragrance called Knead, Eau de Pretzel, inspired by the aroma of their iconic pretzels.

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

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To celebrate the launch, Auntie Anne’s is opening New York’s first “Pretzel Parfumerie” on August 13 at 433 Broadway in Soho, New York. The pop-up will be open from 12:00 p.m. to 7:00 p.m., where fans can enjoy the first spritzes of Knead. Visitors will receive a complimentary tote bag and an Auntie Anne’s Original Pretzel while supplies last. Customers who purchase a bottle of Knead will also get some extra goodies to take home.

Knead will be available to the public on August 14 in 1-ounce and 3.4-ounce bottles, priced at $25 and $45 respectively. You can pick up a bottle directly from auntieannes.com/knead.

Ready to smell like a snack?