Auntie Anne’s invites guests to kick off the fall with “Shoptoberfest,” a new holiday created specifically for shopping enthusiasts nationwide. To celebrate, from October 9 to October 14, pretzel fans can enjoy a “Buy One Get One” (BOGO) pretzel promotion through the My Pretzel Perks Mobile app to fuel their fall shopping adventures.

In honor of Shoptoberfest, Auntie Anne’s is proud to announce the launch of its newest product, the fittingly named Hands-Free Pretzel-Eating Apparatus. Designed after a painstaking R&D process, this ingenious innovation lets shoppers enjoy an Auntie Anne’s pretzel while keeping their hands free for shopping bags or kid wrangling.

The exclusive, limited edition shopping aid features a string necklace customized for Auntie Anne’s Pretzels and Pretzel Nuggets, as well as a bib to keep clothes butter-free. While the Hands-Free Pretzel-Eating Apparatus won’t be available for purchase, shoppers are encouraged to check out Auntie Anne’s social channels throughout Shoptoberfest for a chance to snag one.

“Shopping will never be the same,” says Carol Pasquariello, vice president of marketing for Auntie Anne’s. “It’s as if Auntie Anne’s has given shoppers an extra hand, one designed precisely for the perfect shopping snack. You’re welcome, world.”