Auntie Anne's

Auntie Anne’s, the world’s largest hand-rolled soft pretzel franchise and leading pretzel retailer in the UK, was founded at a Pennsylvania farmer’s market in 1988. Currently operating 44 stores in the UK and more than 2,000 locations across 30 countries, Auntie Anne's best-selling products are cinnamon pretzels, cinnamon nuggets, and stix. The new Biscoff® Topped Nuggets are the result of their most recent collaboration with Biscoff®.

Auntie Anne’s brings new twist to their menu with Biscoff®

Auntie Anne’s, the world’s largest hand-rolled soft pretzel franchise and leading pretzel retailer in the UK, was founded at a Pennsylvania farmer’s market in 1988. With 44 stores currently in the UK and over 2,000 locations in over 30 countries, Auntie Anne’s is known for its freshly baked pretzels and iconic presence in shopping centres, high streets, and travel hubs. The brand’s philosophy is based around the freshest pretzels crafted with their signature dough that is prepared in-store every day and served straight from the oven to their golden brown standard. Antony Baker, Director of Operations at Freshly Baked and Auntie Anne's in the UK and Ireland explains more about the range they offer:

‘Auntie Anne’s sells a range of sweet and savoury pretzels. Some of our biggest sellers include our cinnamon pretzel, our cinnamon nuggets and our Stix. We also provide products such as our pretzel dog and our salted pretzel, plus our new topped nuggets, which is our brand new, exciting concept.’

This year, Auntie Anne’s launched their Biscoff® Nuggets in collaboration with Biscoff®. The launch of this new product was developed to bring an exciting new twist to its beloved pretzel range. The new Biscoff® Nuggets combine Auntie Anne’s signature soft pretzel bites with a generous drizzle of rich Biscoff® sauce, finished with a crunchy Biscoff® crumb. Antony explains how important it was for Auntie Anne’s to have this item on the menu:

‘We wanted to introduce Biscoff® to the menu because firstly, we’re big fans of Biscoff® and we knew that the great taste of Biscoff® would go really well with our sweet, fresh dough, and secondly, we knew that the mixture of the two together would be something that our customers would love. This fantastic, offer creates something special.’

With over 40 outlets in the UK, Antony explains how Auntie Anne’s ensure freshness is consistent across all stores:

 ‘At Auntie Anne’s quality and freshness is everything. All our ingredients are sourced from trusted suppliers, we ensure that stores are operated with fully trained staff and operations teams, and we also make sure that when we launch new products the staff have full training and plenty of time to practice.’

For Auntie Anne’s, working with brands such as Biscoff® is a great way to expand customer reach and ensure their menu includes on trend flavours that are loved nationally as Antony explains:

‘We wanted to grow our business and we can see the impact that Biscoff® has had on the nation over the last few years. It's big for Auntie Anne’s to partner with Biscoff® because it really helps to establish our brand nationally. We annually work through our product development and look at different ideas on how to grow our menu and keep it exciting and fresh. Our customers want to see something different, so working with Biscoff® and introducing Biscoff® Nuggets to the menu this year is a great step for us and a good move. It's also really important for us to have the ‘Created With’ Biscoff® stamp. It adds credibility to what we're doing, and customers know they're getting the real deal. I recommend that other operators look at having Biscoff® on their menu, it’s a great product and the Biscoff® team are great to work with.’