Auntie Anne’s Just Launched a Pretzel-Scented Perfume—and It Sold Out in 10 Minutes

The best part of every mall day is the Auntie Anne's pit stop. I don’t know about you, but I have countless memories of my teenage self carrying multiple shopping bags and walking past the Auntie Anne's kiosk, stopping to take in the scent of buttery goodness—and buying a few cups of soft pretzels, of course.

Now you can bottle up that nostalgia and bring it right back home with you. The iconic pretzel stand just launched an exclusive fragrance, appropriately named “Knead: Eau De Pretzel” which is available in 1 ounce and 3.4 ounce bottles for $25 and $45, respectively. 

“There are few scents more recognizable than the aroma of Auntie Anne’s,” says Chief Brand Officer, Julie Younglove-Webb. “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.”

To celebrate the launch of this drool-worthy aroma, the brand opened New York's first Pretzel Parfumerie on August 13, where fans were amongst the first to put Knead to the sniff-test. (The line stretched down two blocks.)

What Does It Smell Like?

Well�� pretzels, of course! The perfume takes the classic mall smell we all know and love and transforms it into a wearable scent infused with notes of buttery dough, salt, and a hint of caramel sweetness.  Though be warned, this tantalizing perfume smells good enough to eat.

Where Can I Buy It?

Bottles of the perfume went on sale August 14, but sadly they sold out in 10(!) minutes. The brand says they are aiming for a restock, so keep your eyes out on the website as it’s sure to be gone as fast as their cinnamon sugar nuggets!