If you’ve ever wanted to smell like a high-calorie mall snack, this one’s for you.
Auntie Anne’s just announced a fragrance based on their signature pretzel scent called Knead.
This new fragrance, which will officially be available on Aug. 14, is inspired by the brand’s “signature aroma” — aka the smell that would waft through the mall and pull you out of Journey’s and up to the counter with a $5 bill you ripped out of your mom’s wallet. It’s that combo of freshly baked dough, a tinge of sugar, a hint of salt and the most important ingredient of all: the butter.
“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 press 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.”
In the brand’s announcement post on Instagram on Aug. 7, it wrote in the caption, “Infused with notes of buttery dough, salt and a hint of sweetness, Knead transforms the iconic aroma you love into a wearable scent. One spritz is all it takes to envelop you in the nostalgic embrace of freshly baked pretzels. Surrender to the smell.”
Nostalgia is exactly what this fragrance will surely embody, taking you back to the days of yore in the mall — even though Auntie Anne’s stores are still alive and kicking in plenty of places nationwide. There’s just something so whimsical about remembering a shopping day as a teenager with $20 in your Candie’s wallet and grabbing a pretzel before your dad picked you up outside. You know?
Knead is certainly a unique scent, to say the least, and if you’re ready to add it to your vanity, you can do so starting Aug. 14. It will be available for purchase in 1 ounce and 3.4 ounce bottles for $25 and $45, respectively. You can purchase at auntieannes.com/knead and then you’ll always have the fresh smell of an Auntie Anne’s pretzel nearby.
What could be better than that? Other than eating a pretzel, of course …
…and now we’re craving a pretzel.
