Auntie Anne's, the US pretzel bar with more than 650 sites around
the world, is making its first foray into Europe with the launch of a
pretzel bar at London's Victoria Station on December 15.
Auntie Anne's pretzels will be baked on the premises using a dry mix
imported from the US, and will carry a 30-minute freshness
As well as the original salty option, they will be available in a number
of sweet and savoury flavours, with the flavours baked into the pretzel
or added as toppings.
Following the London launch, Auntie Anne's is seeking another 30 to 40
sites in the UK over the next five years. The company has signed an
unnamed UK company to take a minority stake in the UK operation.
Auntie Anne's head of public relations Susan Jamali said the UK had been
identified as a new market because it is so multi-cultural and suits the
appeal of the bread-based snack.
She added that the company is not looking to appoint agencies and that
initially marketing will be "grass roots" and sampling focused.