Industry News | November 26, 2013

Auntie Anne's Brings Back Bite-Sized Holiday Treats

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Just in time for the holidays, Auntie Anne's is promoting its portable pretzel products at its more than 1,100 U.S. locations. As the largest hand-rolled soft pretzel chain, Auntie Anne's will celebrate the holiday season by spreading "Cups of Cheer" with a bite-sized "mini" line of pretzel products.

Available system-wide, these "Cups of Cheer" feature Auntie Anne's new Mini Pretzel Dogs, as well as a line of Pretzel Nuggets in three flavors. In addition to the Original and Cinnamon Sugar Nuggets, Auntie Anne's is bringing back the powdered sugar-covered Snowball Pretzel Nuggets as a limited-time offer. The LTO Snowball Pretzel Nuggets will be available in stores through January 5, 2014. The additional products will continue to be main menu items.

"Auntie Anne's understands that shoppers and travelers are looking for an easy, yet appetizing snack to keep them fueled during the holidays," says Heather Neary, Auntie Anne's chief marketing officer. "After a seasonal launch in 2012 that earned positive customer feedback, we decided to bring the Snowball Pretzel Nuggets back this holiday season as part of a campaign focused on offering portable, tasty snacks for our on-the-go guests. We look forward to another successful holiday season."

Auntie Anne's is also looking to spread some holiday cheer in the social media realm. From December 2–13, social media users can visit Auntie Anne's Facebook page to play the "Auntie Anne's 12 Days of Cheer Cup Game." The game will consist of a "follow the cup" fixture in which a Pretzel Nugget is hidden under one of three Auntie Anne's-branded cups, and all three cups are then shuffled. If the user correctly guesses where the Nugget ends up, he or she will be entered for a chance to be one of the daily winners. Prizes for the game range from Beats headphones, to limited edition t-shirts, to Keurig Mini brewing systems, and more.