Knead, a wearable scent infused with notes of buttery dough, salt and a hint of sweetness, teases wearers with the familiar aroma of Auntie Anne’s freshly baked pretzels — and with good reason. The fragrance, being launched by Auntie Anne’s via a pop-up Pretzel Perfumerie on August 13, is designed to evoke the scent experience of passing an Auntie Anne's store.
“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 release. “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.”
The pop-up perfume retail outlet will open in Soho at noon on August 13. In-person visitors will receive a complimentary tote bag and an Auntie Anne's Original Pretzel, both subject to availability. Customers who purchase Knead can take home an additional swag item of their choice, subject to availability.
For those unable to attend the New York pop-up, Auntie Anne's signature fragrance will be available for online on August 14 at auntieannes.com/knead.
