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Sometimes a little bit of nostalgia is all you knead.
Fond memories of eating soft, buttery pretzels while roaming the mall have been bottled into a new perfume by Auntie Anne’s, the beloved bakery chain ubiquitous among shopping centers and transportation hubs across the US.
Knead, an “Eau de Pretzel” fragrance, has notes of buttery dough, salt and a hint of sweetness — and the aroma is sure to illicit memories of walking past an Auntie Anne’s.
“There are few scents more recognizable than the aroma of Auntie Anne’s,” Julie Younglove-Webb, Chief Brand Officer at Auntie Anne’s, said in a statement.
Based on the comments on Instagram, fans seem to be waiting for the moment they can get their hands on the pretzel perfume.
“Wait…. That’s how I need my man to smell when I get home,” one person quipped.
“THIS BETTER BE REAL,” another exclaimed.
“I love this y2k feel,” someone said.
“Please spray me down BAD,” one commented.
If the nostalgic fragrance is not a want but a knead, the pretzel shop is opening a Pretzel Parfumerie in Soho, New York on August 13.
New York’s first Pretzel Parfumerie at 433 Broadway will be open from 12:00 p.m. to 7:00 p.m. — and visitors will get a whole sensory experience. Pretzel lovers will have the chance to snag a complimentary tote bag, snack on an Auntie Anne’s Original Pretzel, and those who purchase Knead can take home an additional swag item of their choice.
“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,” Younglove-Webb said. “We’ve bottled that moment and can’t wait for fans to enjoy it in a whole new way.”
For those not in New York, Knead will be available for purchase online the morning after the pop-up on August 14.
The fragrance is available in 1 ounce and 3.4 ounce bottles for $25 and $45, respectively.
