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For most, a trip to the mall’s Auntie Anne’s can satisfy the salty-tooth craving of a pretzel. But, for those that need to have a little more of the snack in their life, Auntie Anne’s has them covered.

To celebrate the brand’s 30th birthday and highlight National Pretzel Day (April 26th), Auntie Anne’s has released a collection of clothing and accessories called “For the Love of Pretzels.” From tee-shirts, to notebooks, to backpacks, superfans can outfit their whole day for a little more than the price of a couple of the brand’s pretzels.

Not only is this activation an exciting way to revive interest in the brand and earn awareness, but it’s all for a good cause. 100% of the profits from the sale of collection will go to Alex’s Lemonade Stand Foundation, an organization helping children and families facing cancer.

While this activation might seem odd for the brand it isn’t unexpected once the industry is considered. Fellow dining chains like Pizza Hut, KFC, Taco Bell, and IHOP have released similar collections targeted at millennials and gen z’ers in the hopes of winning viral content on social media.