Soft Lures

The extreme scent dispersion of Gulp! expands the strike zone allowing you to catch more fish! Berkley Gulp! truly is the next generation in soft b...

These color shifting baits are made for helping you fine tune your fishing experience. The baits shift colors depending on available light and diff...

Gulp! Alive! baits are the best alternative to live bait ever produced. The baits are soaked in a powerful attractant to catch more fish. Put the b...

The reflective effect of the Holographic Swim Shad Soft Bait creates flashes of light in the water that attract game fish from all around. In addit...

The extreme scent dispersion of Gulp! expands the strike zone allowing you to catch more fish! Berkley Gulp! truly is the next generation in soft b...

The 5" paddletail is designed to be one of the most versatile big game saltwater swimbaits you can find. Most swimbaits offered in this size have ...

Gobs of 5.25" and 7.75” Paddle Tail baits! A perfect imitation of bunker, herring, mullet, alewife, minnows and so much more, they'll make even the...

Gulp! Alive! baits offer the best alternative to live bait ever produced. The baits are soaked in the powerful attractant to catch more fish. Put t...

The Big Game HD is the flagship of the RonZ® line. This size and series is will be your favorite for targeting large tuna and other big game specie...

Not just another weighted soft plastic! The RonZ Original Series baits are a carefully engineered two-piece system designed to provide maximum life...

Often imitated but never duplicated, the carefully designed shape of our RonZ® tails provides maximum life-like wiggle with minimal effort imparted...

Albie Snax's are five inch baits effective for False Albacore, Stripers, Bluefish, Redfish and other inshore fish. They come in five different colo...

A Squid Vibe. Yes, it's a world first!There has never been a lure that can do what the Squidtrex does. The SQUIDTREX uses Pat. Pending technology t...

The VERTREX MAX soft vibe is all about maximum vibration and maximum depth. It has a lifelike action that sinks level and straight, getting down to...

6" soft plastic stick bait that mimics an eel or a needlefish. Gravity Tackle baits change colors depending on the amount/quantity/available ligh...

The Fin-S fish original fork tail minnow has been a part of Lunker City since the beginning. The first by design as a soft "fork tail Fish" for Tex...

The lure that started a revolution and a new category in fishing lures known as soft stick baits. The slender profile and erratic darting action of...

Strike-inducing action, color, and scent for your jigs, rigs, tubes, and more! 40X Stronger than soft baits! Perfect for bucktails, jigs, rigs, sp...

Berkley PowerBait makes novice anglers good and good anglers great! Berkley scientists have spent over 25 years perfecting an irresistible scent an...

The extreme scent dispersion of Gulp! expands the strike zone allowing you to catch more fish! Berkley Gulp! truly is the next generation in soft b...

Berkley PowerBait makes novice anglers good and good anglers great! Berkley scientists have spent over 25 years perfecting an irresistible scent an...

Not just another swimbait! Our Z-fin paddletail is a carefully engineered fish catching machine. Interchangeable with multiple sizes of both RonZ® ...

Introducing paddle tails built for the offshore Tuna game! Our popular Z-Fin Paddle Tails are now available rigged big game style. The new Z-Fin Pa...

Whether it’s on the flats, in the backcountry or along the shoreline, our shallow water series baits are just the ticket to induce even the most fi...