Auntie Anne's New Fragrance Smells Like Buttery Pretzels & '90s Mall Food Courts
Have you ever wanted to smell like a mall food court? Well, let me rephrase that. Have you ever wanted to smell like a buttery, salty pretzel? Sounds delicious, right? Well, those are exactly the notes you'll smell like after a spritzing yourself with of Knead, Auntie Anne's new perfume.
That's right, the famed pretzel shop is bottling up the aroma of its freshly baked pretzels to create a fragrance that's heavy on the '90s nostalgia.
"There are few scents more recognizable than the aroma of Auntie Anne's," said Julie Younglove-Webb, Chief Brand Officer at Auntie Anne's, in a statement. "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."
If you "knead" to get your hands on the fragrance in a flash, Auntie Anne's will be opening New York's first Pretzel Parfumerie on August 13 at 433 Broadway in Soho, New York. There, you'll be able to purchase 1 oz. ($25) and 3.4 oz. ($45) bottles of Knead. Attendees will also be gifted with free tote bags and Auntie Anne's pretzels (those who purchase Knead will receive additional swag).
If you can't make it to the pop-up parfumerie, you can purchase a bottle of Knead starting August 14 on the Auntie Anne's website.
Just be ready for the swarm of people asking, "What are you wearing?!"
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