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If youve ever wanted to smell like a pretzel, Auntie Anne’s has a new perfume for you
Just when you thought 2024 couldn’t get any weirder, Auntie Anne’s pretzels have created a perfume that smells like their signature buttery dough.
Once in a while, your favorite brands like to create products that make up for their lack of practicability with sheer creativity. Already this year we’ve been treated to an insurance policy from Heinz, a popcorn-flavored drink from McDonald’s, and candles inspired by US Presidents.
Who doesn’t want to smell like an Auntie Anne’s pretzel?
Auntie Anne’s, a pretzel shop with 2000 stores worldwide, published a press release on Wednesday outlining their newest product, an exclusive perfume called Knead.
Contained in a stylish glass bottle with the company’s logo in orange on the front, the Knead scent is said to be “notes of buttery dough, salt and a hint of sweetness.”
“Each spritz evokes the experience of passing an Auntie Anne’s store and inhaling the nostalgic aroma of their pretzels,” they said in the release.
“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 is available in 1-ounce and 3.4-ounce bottles for $25 and $45, respectively.
The world is getting the first Pretzel Parfumerie later this month
To celebrate the launch of Knead, Auntie Anne’s is opening New York’s very first Pretzel Parfumerie, a one-stop shop for all your scene needs.
The pop-up shop will be located at 433 Broadway in Soho, New York, and will be open from 12:00 p.m. to 7:00 p.m.
The shop is described as a “sensory experience” that allows customers to really soak up the Knead scent.
All customers will receive an Auntie Anne’s tote bag and complimentary pretzel, and those who purchase Knead can also expect to take home an extra swag item of their choice.
