Auntie Anne's Just Announced a Pretzel-Scented Fragrance, and It Totally Smells Like Nostalgia — and Butter

Mar. 15, 2025

Knead perfume.Photo:Auntie Anne’s

Auntie Anne’s

Calling all millennial babes — it’s time to smell like your favorite mall snack!

If you haven’t figured it out yet, that snack is an Auntie Anne’s pretzel — and the company just turned it into a fragrance.

Meet Knead.

“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.”

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Knead perfume.Auntie Anne’s

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?

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source: people.com