You don’t eat food that looks or tastes bad. Neither do fish. Our scientists have dedicated decades of research to understanding how fish use scent and taste to influence their decision on which bait to bite – and which to let go. The result? A secret fish-catching formula so revolutionary, it can’t be replicated: PowerBait. Combine powerful scent with lifelike colours and realistic swimming actions, and you’ve got a trusted bait that outperforms everytime. Trust us, the proof is in the bite.