Baits & Additives

The Berkley Flicker Shad with pro-designed construction and weight transfer system delivers precise baitfish-imitating action. Individually tank tested to ensure consistent performance, this lure replicates the size, profile and diving characteristics of natural shad. The internal weight transfer system enables bullet-like casting distance, allowing anglers to cover water efficiently and reach distant targets with accuracy. Equipped with Mustad Ultra Point Hooks, the Flicker Shad maintains reliable hooksets. This proven lure combines realistic presentation with consistent results across diverse fishing conditions.

The Berkley Gulp! Firetiger Minnow with enhanced scent dispersion delivers irresistible attraction for predator species working varied presentations, ideal for anglers targeting gamefish with lifelike soft plastic lures that combine realistic design with extended durability. Engineered with Berkley's Gulp! scent formula, this lure releases continuous scent trails that drive fish wild and trigger aggressive feeding responses across diverse fishing conditions. The Firetiger pattern maintains visual appeal in varied water clarity while the lifelike taste encourages fish to hold longer, increasing hookup success on finesse and reaction techniques. Durable construction outlasts live bait while eliminating …

The Berkley Flicker Shad with pro-designed construction and individually tank-tested precision delivers authentic fleeing baitfish action for anglers targeting aggressive gamefish across diverse water conditions and casting scenarios. Engineered with size, profile and dive depth that accurately imitate real shad, this hard bait triggers predatory strikes from bass, walleye and other species holding in varying water columns. The integrated weight transfer system enables bullet-like casts, extending reach to distant structure and feeding zones while maintaining optimal swimming action upon retrieval. Equipped with Mustad Ultra Point Hooks, the Flicker Shad ensures secure hooksets and sustained …

The Berkley Flicker Minnow Pro Slick 9 cm Purple Bengal with pro-designed body profile and tournament-proven dive curve delivers maximum flash and tail action for targeting suspended gamefish in deeper water columns, ideal for trolling anglers working varied depths and presentations across diverse fishing conditions. Built with the same rigorous development standards as the proven Flicker Shad platform, this minnow-style lure combines size, profile and dive depth characteristics that effectively imitate natural baitfish. The optimized body design paired with its aggressive dive curve enables anglers to reach target depths quickly, maximizing time in the strike zone. Premium Mustad Ultra Point …

The Berkley Gulp! Minnow is crafted with materials designed to last longer than live minnows creating the perfect replacement for the real thing.

The Berkley Gulp Smelt Minnow with biodegradable water-based formula delivers scent dispersion and lifelike action for drop shot presentations, trolling and jigging applications, ideal for anglers working techniques that benefit from realistic injured baitfish profiles. The minnow design produces natural darting and quivering action as it moves through the water, mimicking the behavior of distressed forage that triggers predatory strikes. Built with a biodegradable formula, this soft bait lure replaces live bait for trolling and jigging while maintaining the action and attraction qualities anglers require across diverse fishing scenarios. Whether rigged on drop shot setups for finesse presentations …

The Berkley Flicker Shad with pro-designed profile and weight transfer system delivers realistic shad imitation and extended casting distance for anglers working crankbait presentations across varying depths and water conditions. Developed in collaboration with professional anglers, this crankbait features size-specific profiles and dive depths engineered to match natural baitfish dimensions and behavior patterns. The unique Flicker action creates an erratic side-to-side movement that imitates a fleeing baitfish, triggering reaction strikes from gamefish throughout the water column. Internal weight transfer technology enables bullet-like casts for improved accuracy and coverage of productive …

The PowerBait MaxScent Flatworm 3.6" in Green Pumpkin with water-based scent dispersion technology releases a super-charged scent field attracting bass and predatory fish beyond conventional soft plastics, ideal for drop shot presentations, Texas rigs, and finesse applications in pressured waters. Made with revolutionary MaxScent material that releases more scent than ordinary plastics, this realistic lure creates an irresistible scent cloud drawing fish from greater distances while maintaining lifelike action across varied retrieves. The slender baitfish profile with ribbed body quivers and wiggles with minimal rod movement, increasing surface area for maximum scent and flavor dispersion. Its …

The Power Bait Drip Minnow 4" White Shiner with ultra-realistic internal core and drip-shaped tail design delivers enhanced action for finesse presentations, ideal for anglers working drop shots, swim-shots, and jighead applications through diverse structure. Built with Ultra High-Definition colors and precision-engineered body shape that perfectly mimics shiners and baitfish, this soft plastic lure provides the realism required for pressured fish while maintaining versatile rigging options across multiple techniques. The drip-shaped tail generates subtle angler-induced action when twitching or shaking, creating life-like movement that triggers strikes in challenging conditions. Flat back design …

Introducing a soft glide bait, the Berkley Nessie will take an advanced tool / technique and open the door for entry level anglers. Simultaneously unlocking new uses for anglers experienced with glide bait style fishing. Skip it, slide it, and cast it without fear where traditional glide baits previously have not been able to reach. The Berkley Nessie was designed in collaboration with Bass Pro Angler Mike Iaconelli. It also features a patent pending hook retention clip keeps treble hook secured to body and ensures better hook up rates.

Introducing a soft glide bait, the Berkley Nessie will take an advanced tool / technique and open the door for entry level anglers. Simultaneously unlocking new uses for anglers experienced with glide bait style fishing. Skip it, slide it, and cast it without fear where traditional glide baits previously have not been able to reach. The Berkley Nessie was designed in collaboration with Bass Pro Angler Mike Iaconelli. It also features a patent pending hook retention clip keeps treble hook secured to body and ensures better hook up rates.

The Rapala RipStop 09 Silver Lure tail design creates a fast-ripping, flashing swimbait action. Hard-stopping, forward motion stops on a dime, with a subtle shimmy before coming to a rest, then ever so slightly lifts its head with a super slow-rise. Cast & wind, wind & stop, twitch, snap, rip and suspend, fish it your favorite way for all species of gamefish.

Introducing a soft glide bait, the Berkley Nessie will take an advanced tool / technique and open the door for entry level anglers. Simultaneously unlocking new uses for anglers experienced with glide bait style fishing. Skip it, slide it, and cast it without fear where traditional glide baits previously have not been able to reach. The Berkley Nessie was designed in collaboration with Bass Pro Angler Mike Iaconelli. It also features a patent pending hook retention clip keeps treble hook secured to body and ensures better hook up rates.

Introducing a soft glide bait, the Berkley Nessie will take an advanced tool / technique and open the door for entry level anglers. Simultaneously unlocking new uses for anglers experienced with glide bait style fishing. Skip it, slide it, and cast it without fear where traditional glide baits previously have not been able to reach. The Berkley Nessie was designed in collaboration with Bass Pro Angler Mike Iaconelli. It also features a patent pending hook retention clip keeps treble hook secured to body and ensures better hook up rates.

Cull up with the Berkley PowerBait CullShad. Taking shallow water swim-baiting to a new level, the CullShad combines big profile drawing power with proprietary Honey Comb Technology for next-level action and durability. Additionally, the smart weighting ability and a hassle-free harness + hook clip ensures you've got the Berkley advantage cast after cast. Have confidence with every cast as the bait runs true without a blowout at slow to medium high speeds. Filled with Berkleys Power Bait scent, fish hold on 18x longer!

Cull up with the Berkley PowerBait CullShad. Taking shallow water swim-baiting to a new level, the CullShad combines big profile drawing power with proprietary Honey Comb Technology for next-level action and durability. Additionally, the smart weighting ability and a hassle-free harness + hook clip ensures you've got the Berkley advantage cast after cast. Have confidence with every cast as the bait runs true without a blowout at slow to medium high speeds. Filled with Berkleys Power Bait scent, fish hold on 18x longer!

The Rapala Shadow Rap 11 with patent-pending horizontal struggle and vertical fade action delivers enhanced strike-triggering performance for anglers working suspending jerkbaits through neutral and negative fish zones. Engineered to kick almost 180 degrees right then left with minimal forward travel, this slow-sinking jerkbait holds position in the strike zone longer than conventional models, presenting a flickering fade that mimics a distressed minnow. The fixed weight system creates a head-down attitude on the pause, allowing the lure to fade slowly like dying baitfish. After a sharp snap and slack line, the Shadow Rap performs a unique spin-around look-back motion that triggers reluctant …