New Pitch Pack Targets Watch Party Market

Auntie Anne's is capitalizing on soccer season with the launch of its Pitch Pack, a shareable box featuring any two Pretzel Nugget or Mini Dog flavors plus two dips. Available starting June 3, the offering targets consumers hosting watch parties and match-day gatherings.

The product can be ordered in-store or through the Auntie Anne's app, website, ezCater, and third-party delivery services. The chain is also promoting pretzel buckets and party trays alongside the new offering.

Limited-Edition Merch Drives Brand Engagement

Auntie Anne's is rolling out soccer-themed merchandise through its merch site, available while supplies last through July 31. The lineup includes:

- Nugget Plushies: Custom pretzel jerseys designed as bag charms or keychains, priced at $13 ($10 for loyalty members)
- Soccer Scarves: Game-day scarves in salty or sweet themes, priced at $12 ($9 for loyalty members)

Loyalty program members access discounted pricing using code PRETZELFAN.

Strategic Timing for Summer Events

"When the biggest soccer moment of the summer rolls around, you don't just watch – you show up ready to cheer, snack and celebrate," said Nathan Baldwin, Auntie Anne's Chief Brand Officer. "Every great match deserves an equally great snack, and Pitch Packs bring the game day energy to any gathering. With mix-and-match flavors, craveable dips, and zero prep, fans can focus on the action and leave the snacks to us."

The GoTo Foods brand operates more than 2,100 locations across 49 states and 28 countries and territories. All offerings are available June 3 through July 31, or while supplies last.

Why It Matters

The Pitch Pack represents Auntie Anne's effort to capture incremental occasions through occasion-based bundling and co-branded merchandise. For operators managing their own snack programs, the model demonstrates how limited-time offerings tied to cultural moments—in this case, major sporting events—can drive traffic and incremental basket size without requiring extensive menu development.

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Written by FBM Publications Editors