Calling all millennials — it’s time to smell your favorite mall snack!
Yes, you read that right, you can actually smell like your favorite treat that you must have eaten every time your mom dropped you off at the mall when you were a teenager. And if you’re like many of us, it’s the snack you continue to enjoy every time you hit the mall or are delayed at the airport.
If you haven’t figured it out yet, that snack is an Auntie Anne’s pretzel — and the company just turned it into a scent.
Meet Knead.
7 of the best new fragrances you can wear right now
This new scent, which will be officially available on August 14th, is inspired by the brand’s “signature scent” — that is, the scent that would waft through the mall and draw you from Journey’s to the counter with the $5 bill you ripped from your mom’s wallet . It is a combination of freshly baked dough, a little sugar, a little salt and the most important ingredient of all: butter.
“There are few scents more recognizable than 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 captured that moment and can’t wait for fans to enjoy it in a whole new way.”
The PEOPLE Puzzler has arrived! How fast can you solve it? Play now!
Mix the perfume.
At Aunt Anna’s
Kylie Jenner launched the first fragrance: ‘An elevated fragrance that is perfect for day and night’
In the brand’s August 7 announcement Instagram post, the caption read, “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 envelops you in the nostalgic embrace of freshly baked pretzels. Surrender to the smell.”
Nostalgia is exactly what this fragrance is sure to embody, taking you back to the mall days of yore — even though Auntie Anne’s stores are still alive and well in many locations across the country. There’s something so weird about remembering the days of shopping as a teenager with $20 in your Candies wallet and grabbing a pretzel before your dad picks you up outside. You know?
Never miss a story — sign up for PEOPLE’s free daily newsletter to stay up to date with the best PEOPLE has to offer, from juicy celebrity news to compelling human interest stories.
:max_bytes(150000):strip_icc():focal(458x304:460x306)/Auntie-Anne-perfume-080724-2-3f12f8ac52fc4ebb8278b9ca7cafcf68.jpg)
Mix the perfume.
At Aunt Anna’s
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 August 14th. It will be available for purchase in 1-ounce and 3.4-ounce bottles for $25 and $45, respectively. You can buy at auntieannes.com/knead and you will always have the fresh smell of Aunt Anne’s pretzels nearby. What could be better than that? Besides eating pretzels, of course…
Categories: Trends
Source: HIS Education