Berkley® Gulp!® Saltwater baits are made from natural ingredients that release 400 times more scent than plastic baits. Formulated especially for ocean gamefish, Berkley Gulp! Saltwater is so potent it can actually out-fish live bait....

Kettle Creek shads are a hot item in the spring and fall for striped bass, and all summer for weakfish and fluke (summer flounder).  They also work well on redfish, sea trout, and snook.  Available...

The No Live Bait Needed (NLBN) 5 Inch Paddle tail Swimbait is designed to be one of the most versatile big game saltwater swimbaits you can find.  No Live Bait Needed were not satisfied with...

Capt. Bruce's Otter Tails Jig Tails are the first truly superior alternative to the pork rind.  They are constructed of a durable synthetic material and are infused with squid and fish oils with a UV...

Berkley® Gulp!® Saltwater baits are made from natural ingredients that release 400 times more scent than plastic baits. Formulated especially for ocean gamefish, Berkley Gulp! Saltwater is so potent it can actually out-fish live bait....

With the NLBN 8" series there was only one thing in mind, Big Baits = Big Fish! No Live Bait Needed (NLBN) 8 Inch Paddle Tail Swimbait was designed to be fished in any amount of...

One of the best baits for big fluke (summer flounder) are belly strips cut from another flounder.  Since this isn't legal in some places, JK Baits has produced the next best thing.  JK Baits Fluke...

The No Live Bait Needed (NLBN) 3 Inch Paddle tail Swimbait is is the little brother of their original 5 inch Paddle Tail Swimbait.  All the goodness in a smaller package. No Live Bait Needed were not...

The NLBN Mini Mullet is an ultra-realistic mullet imitator. This bait can skip, wake, dart, spook and jump on demand!This topwater / sub-surface fluke-style bait is like no other bait out there.Designed to trick finicky...

Got-Cha saltwater formula Curltails are designed with the saltwater and striper fishermen in mind, but these curlytail grubs catch EVERYTHING.  They are made a little tougher to handle the toothy critters and hard fighters. They are...

Did you know you can use Gulp! more than once?  All you need is Gulp! Alive!® ReCharge Liquid.  Just soak your Gulp! in a sealed container in this liquid until needed again. Gulp! Alive!® powerful...

With the NLBN 8" series there was only one thing in mind, Big Baits = Big Fish! Soft plastic stickbaits are one of the most versatile lures on the market.  The No Live Bait Needed (NLBN) 8...

Berkley® Gulp!® Saltwater baits are made from natural ingredients that release 400 times more scent than plastic baits. Formulated especially for ocean gamefish, Berkley Gulp! Saltwater is so potent it can actually out-fish live bait....

Expertly designed for ultimate fish-catching action, the Happy Baits Paddle Tail Grub is a must-have for any fishing trip. This hot new lure boasts a powerful tail kick on a slow retrieve, making it perfect...

This is the lure that started a revolution and a new category in fishing lures. Slug-Go is the Original lure that created a generation known as Soft Stick baits. By having a slender profile and...

Unparalleled softness, action, and ElaZtech® durability merge to create the most bulletproof swimbait on the market. Inspired by Z-Man's renowned three-inch MinnowZ™, fresh- and saltwater anglers alike will find that the DieZel MinnowZ's hook slot...

Tsunami Tidal Mullet Soft Plastics feature a lifelike profile that mimics a live mullet, peanut bunker or other small to medium sized bait. It has an action that drives all inshore species wild, from striped...

Bill Hurley Cape Cod Sand Eels are a superb lure for imitating sand lances, more commonly known as sand eels. Striped bass, bluefish, cod and tuna all love sand eels.  Bill Hurley Cape Cod Sand...