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BERKLEY® FISHING BAIT AND LURES: OUR SCIENCE, YOUR CATCH

At Berkley®, we know what makes a fish strike. Since our inception, our ideas and products have changed the world of fishing. Our fish bait and lures are the result of extensive research in R&D laboratories that measure fish reaction to colour, scent, sight, and sound. We collect real-world data from the pros, test, test, and test again, analyze the results, and repeat. We combine that into superior manufacturing of the broadest array of innovative bait and tackle.
Because we understand fish, the Berkley® line of hard lures, soft plastics, PowerBait®, fish dough, and fish attractant out perform every bait in the marketplace, and rival live fish bait like no other manufacturer can. Make no mistake, it’s a whole new world out there, with our data-driven insight into the biology of fish leading the way. Now that we’ve done the science, you can catch the fish.

BERKLEY® BAIT AND LURES DRIVE THE FISHING INDUSTRY FORWARD

In 1937, Berkley® was founded by Berkley Bedell, a 16-year-old fishing enthusiast in the USA who sold hand-tied flies made from dog hair and chicken feathers to anglers on holiday so they could coax local bluegill and bass from their underwater cover. Built on a foundation of hard work and curiosity about fish behavior and biology, Berkley® has become the premium brand of fishing tackle for anglers across the world. Our company has driven performance advances in fishing bait, lures, lines, rods, and tackle across the industry. We owe it to a commitment to leading edge technology and a commitment to anglers whose passion is to catch more fish. We’ve done the science — we’ve made our bait more desirable to bite and bite longer. That means you can put more fish on the bank or in the boat.

SOFT & HARD LURES, FISH DOUGH, AND ATTRACTANTS THAT REFLECT INNOVATION

Did you know fish have taste buds inside and outside their mouth? Or that a fish’s sense of smell is 1000 times more acute than a human’s? We’re intimate with the biology and behavior of fish, and that knowledge means more of them on your line.
Our selection of Soft Plastics harnesses the power of smell. Driven by the Gulp!® line, our Soft Plastic lures are engineered especially to attract your favourite saltwater species and trigger more strikes. Scientists at Berkley® have worked just as diligently to create best in class Fishing Jigs and Hard Lures. Supported by proprietary technology, they are the result of careful replication of bait fish’s motion. And for fishing with soft dough, our PowerBait® will have you on high alert.
To guess less and catch more you need the right tackle and tools. Browse our Fishing Bait selection and see how to pick the right bait for perch, pike, trout, zander or whatever swims below the surface.