Larew's top baits will transition to YUM

The most popular baits from Gene Larew Lures will transition to YUM Bait Company in 2025, parent comapny PRADCO announced. The retail price of the baits will drop substantially – from $6.99 to $3.99.

Soft plastic baits becoming part of YUM include the Salt Craw, Hammer Craw, Hoo Daddy Jr., Scutter Bug and Scutter Bug Jr., with the latter two being the baits known as the Biffle Bug and Biffle Bug Jr. under Gene Larew. YUM also will offer Hard Heads in five sizes and Glass Rattles, both from the former Gene Larew brand.

“Closing out a brand is never easy, but financially it was the best decision,” said Chad Warner, VP of brand management for PRADCO-Fishing. “We have taken the most successful shapes and terminal pieces and put those under the YUM brand. Those shapes and terminal choices compliment that brand extremely well, and from a price point perspective, it’s a win for the consumer.”

The transition will also strengthen the YUM brand and provide retailers with a broader selection of proven producers as YUM Baits. The YUM versions of these baits will be available in their most popular original colors, but also in some of YUM’s top colors.

"This transition aligns perfectly with our overall strategy for the YUM brand. By bringing these well-respected lures into the YUM family, we're strengthening our position in the market and providing anglers with a more comprehensive range of options," Warner said. "We understand that the Gene Larew brand holds a special place in the hearts of many anglers. We want to assure you that we're honoring that legacy by preserving the quality and performance of these classic lures."

---