Everything you ‘Knead’ to know about Auntie Anne’s new perfume

Imagine yourself in a thrilling milestone of independence. You are 13 on your first unsupervised trip to the mall. As you pass the Piercing Pagodas, Sunglass Huts and shoe cleaners, an unmistakable smell is lingering through the air, not one of saline spray and shoe cleaner, but of a salty and sweet pretzel paradise.

 When I first smelled the iconic, delicious aroma of freshly baked pretzels at Auntie Anne’s, I thought just one thing only, “What if I smelled this good?” Well, now that can be a reality as Auntie Anne’s just launched its exclusive new perfume: Knead, Eau de Pretzel. This fragrance bottles the nostalgic and warm smells of your favorite store in the mall and could even make you just as irresistible.

New York’s first Pretzel Parfumerie pop-up opened in Soho on August 13 to celebrate the fragrance’s launch. A line of fans eager to get the first official bottles wrapped around the building tighter than my grip on my bucket of cinnamon sugar pretzel nuggets. But you do not have to be salty if you missed the event because the scent of the summer is available for purchase online starting August 14.

The top notes are of freshly baked dough, with hints and subtle notes of butter and salt that linger after each whiff. This is the perfect fragrance to wear on a first date, a job interview, meeting the parents for the first time or anywhere else that you want to leave a sweet and savory impression. 

“I’m gonna wear Knead in my home, in my kitchen, so my husband thinks I’m baking!” expressed Lauren, a wife who prides herself on a good-smelling home. “It smells like lots of butter, matches my personality.”

But Auntie Anne’s is seemingly not stopping here as the company aims to offer new ways for fans to experience their favorite treats. “Scent is going to be a big thing for us in the future, so definitely stay tuned for more things like this perfume that we are thinking about bringing to life in future years,” said Leah Fagin, director of brand marketing at Auntie Anne’s.

For more information on Auntie Anne’s brand-new fragrance and upcoming products, visit their website.