Berkley Signs Anglers


New innovative bait catches 45% more fish than original Berkley PowerBait*

COLUMBIA, SC – Berkley announces today the availability of its new softbait, hardbait and fishing line innovations, including PowerBait MaxScent baits as well as the Snap Jig, Juke and FireLine Ultra 8. Building on the company’s 80-year history of research, development and innovation, the new baits and line are their most effective and toughest yet and reflect Berkley’s commitment to providing anglers with the best bait possible.

PowerBait MaxScent by Berkley showcases a revolutionary new material that releases a super-charged scent field into the water to help both beginner and professional anglers catch 45 percent more fish.* Designed with the help of the world’s top bass anglers, PowerBait MaxScent is available in multiple lines of bait, including The General and Flatnose Minnow.

*as compared to the original PowerBait

Berkley PowerBait MaxScent The General

Adding to the company’s wide product portfolio in bait, Berkley introduces its PowerBait MaxScent The General. The General is designed with the right action, look and feel to attract fish in a way never before seen. The General is five inches in length and features classic slow falling stick bait wiggle action to simulate a lifelike appearance. MSRP: $6.99

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Berkley PowerBait MaxScent Flatnose Minnow

The Flatnose Minnow mimics easy prey fish and features a compressed flat nose ideal for better hook ups on a drop shot rig. This bait is also perfect for finesse presentations. The Flatnose Minnow is 4” length. Both the Flatnose Minnow and The General pair well with the Fusion19 Drop Shot Hooks. MSRP: $6.99

Other PowerBait MaxScent baits include King Tail, D-Worm, Hit Worm, Lunch Worm, Meaty Chunk and Creature Hawg; all available in 10 forage-inspired colors.

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Berkley Snap Jig

The Berkley Snap Jig is a versatile action jig head that pairs with your favorite soft plastics and has a unique secondary eye for stinger hooks, treble hooks or blades. A new feature that anglers will love is the extended bait keeper. The innovative profile design allows anglers to easily slide bait onto the jig, while the ridges secure the hold. The jig is an ideal pairing for the 4” PowerBait MaxScent Flatnose Minnow, 3” PowerBait Pro Twitch Tail Minnow or 3” Gulp! Fry. MSRP: $5.99


Berkley Juke

Berkley has teamed up with hard bait legend and expert, David Fritts, to create the bait of every angler’s dream. Features such as the flat baitfish profile and additional rattles create maximum attraction, making the Berkley Juke a unique and effective product. The Berkley Juke can be cranked, twitched and trolled with lifelike movement, enticing strikes from a variety of fish. Its coffin-shaped bill allows maximum darting action and side flash with limited rod movement. MSRP $7.95

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Berkley FireLine Ultra 8

The new thermally fused BERKLEY FireLine® Ultra 8 is the toughest FireLine on the market. With this line, anglers will be able to tighten the drag without worrying about the line breaking. The Ultra 8 is also four times more abrasion-resistant than the original FireLine. Available in two colors (smoke and crystal), the Ultra 8’s delivers a super smooth FireLine that can hold up to 30 lbs. MSRP: $19.99 for 125 yards.

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About Pure Fishing, Inc.

Pure Fishing, Inc. is a leading global provider of fishing tackle, lures, rods and reels with a portfolio of brands that includes Abu Garcia, All Star, Berkley, Chub, Fenwick, Gulp!, Hardy & Greys, Hodgman, Johnson, Mitchell, PENN, Pflueger, Sébile, Shakespeare, SpiderWire, Stren, Trilene and Ugly Stik. Pure Fishing, Inc. operates in 22 countries with a dedicated workforce conversant in 28 languages. Pure Fishing, Inc., a part of Newell Brands’ strong portfolio of well-known brands, is a leader in developing outdoor and active lifestyle products. Additional information can be found at

About Newell Brands

Newell Brands (NYSE: NWL) is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate, Sharpie, Dymo, EXPO, Parker, Elmer’s, Coleman, Jostens, Marmot, Rawlings, Irwin, Lenox, Oster, Sunbeam, FoodSaver, Mr. Coffee, Rubbermaid Commercial Products, Graco, Baby Jogger, NUK, Calphalon, Rubbermaid, Contigo, First Alert, Waddington and Yankee Candle. Driven by a sharp focus on the consumer, leading investment in innovation and brands, and a performance-driven culture, Newell Brands helps consumers achieve more where they live, learn, work and play. Additional information about Newell Brands is available on the company’s website,