Why fade

Every lure angler loses baits. A snag, a pike, a bad cast, and another soft plastic is on the bottom for good. Most are PVC. They don't rot, they don't break down, and there are more of them down there every season.

We thought that was worth fixing.

Bromwell & Kent is a small tackle brand from Kent. We fish for perch, and we were tired of choosing between baits that fish well and baits we felt all right about losing. So we're working on soft baits in a material designed to break down if lost, with lead-free jig heads to match.

The rule we set ourselves is simple: it has to fish as well as what you already use. Same size, same action, same price. If it doesn't earn its place in your box on that alone, the rest doesn't matter.

We're testing samples now, on the water, not in a lab. When we're happy, we'll say so and sell them. If we're not, we won't.

If you fish lures and you've got opinions about soft baits, we want to hear them. Leave your email on the home page and we'll keep you posted.