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Northland's Pan-Candy is designed specifically for panfish anglers. Made from Northlands TPE formula this ultra stretchy plastic holds up fish aft...

Northland's Eye-Candy Series of soft plastics revolutionizes how anglers fish for walleyes with its new Super TPE material. Leading the family is t...

It's hard to beat a live bait, but Northland's Eye-Candy Minnow does just that! Molded from Northland's Super TPE material, the Eye Candy Minnow sw...

Northland's Eye-Candy Jig Crawler is a proven shape in a new material. The 3-1/2" worm body mimics the perfect forage size of a hungry walley...

This isn't your grandpas old grub! The 3 inch Northland Eye-Candy Grub features Northland's New Super TPE material. Super TPE provides more action,...

The Deep-Vee Jig sports a keeled “DEEP-VEE” design that’s thicker on top and thin on bottom to track straight and fall fast. It also features large...

The Deep-Vee Flashtall Jig sports a keeled "DEEP-VEE design that's thicker on top and thin on bottom to track straight and fall fast. It also featu...

The Mepps® Musky Killer® Bait Series combines the proven fish-catching ability of the legendary Mepps® Musky Killer® with the specific colors and f...

The Mepps® Aglia® Bait Series combines the proven fish-catching ability of the original Mepps® Aglia® with the specific colors and forage patterns ...

Twice the attraction. Tied to a round jighead, or attached as a trailer to a weedless spoon, spinner or spinner bait, the Double Tail provides doub...

A serial panfish killer productive for crappies, sunfish, perch and trout. Fish solo or add a small minnow, leech, worm, grub or waxworm for added ...

Berkley PowerBait makes novice anglers good and good anglers great! Berkley scientists have spent over 30 years perfecting an irresistible scent...

Berkley PowerBait makes novice anglers good and good anglers great! Berkley scientists have spent over 30 years perfecting an irresistible scent...

Berkley has made the The Original Johnson® ThinFisher™ even better! One of the most popular Blade Baits on the market, the ThinFisher’s compact ...

This unique, innovative lure is designed to attract fish from a distance with its angled mirrors that create bright flashing, with vibrant color op...