Lure Fishing

Topwater frog lure with a unique "Yappa" action that creates a loud splash and vibration. Highly effective in heavy cover.

Floating bug imitation with a cup-shaped face that creates a popping sound. Features soft, vibrating legs for added realism.

Surface lure that mimics the movement of a lizard skittering across the water. A unique profile that triggers aggressive topwater strikes.

A realistic roach imitation with a lifelike swimming action. Features durable construction and high-quality hooks for predator fishing.

Highly detailed turtle imitation with loud double prop feet. Creates significant noise and bubbling action to attract large predatory fish.

Efficient surface lure with double prop feet that churn water and create a unique disturbance. Features super-sharp weedless hooks and a durable body.

Ultra-realistic shrimp imitation with vibrating legs and a detailed body. Perfect for rockfish and other saltwater species. 2.5 inches.

V-shaped ribbed soft bait with an extremely flexible body and thin tail. Impregnated with shrimp scent for maximum attraction. 2 inches.

Soft lure with a distinctive double action tail: a reef front that grabs water and a pintail that creates subtle vibrations. Made with SAF material.

Detailed shrimp imitation with long antennas and legs that vibrate in the water. Highly effective for bass and rockfish. 3 inches.

Larger 4-inch version of the Drift Fry. Excellent for mid-strolling and mimicking larger baitfish. Features a realistic "live core" body.

Designed for mid-strolling techniques, the RV-Driftfry features a realistic action and a lip that provides range control and a glossy rolling actio...

Realistic soft lure with a vertically set tail and two pairs of arms that generate micro-waves. Replicates bottom-dwelling creatures like goby or s...

Dense, salted soft jerkbait minnow. Can be cast a long way and skipped under structure. Highly effective for perch, bass, and pike. 3 inches.

Small vibration lure with outstanding start-up action. Features a sharp vibration during retrieve and a natural fall to trigger reaction bites. 3.5g.

High-buoyancy elastomer soft bait designed for surface twitching and hover strolling. Features a head lip to reduce moving distance and enhance roll.

Ultra-compact soft plastic specialized for a stable underwater posture. Features a flare tail that reacts to the slightest current. 1.5 inches.

Paddle tail soft lure made from super stretchy Elastomax material. Segmented body design provides superior tail action even at slow speeds. Ideal f...

Designed for fishing the Cherubashka rig

Based off the trusted and proven Gulp! formula, Gulp! Gel contains the ultimate bite-triggering taste for fish, refined over 30 years of continuous...

Berkley® have been able to package all the active scent and taste components that make Gulp!® so effective into a new dry powder attractant that ca...

Introducing a soft glide bait, the Berkley Nessie will take an advanced tool / technique and open the door for entry level anglers while simultaneo...