COLUMBIA, S.C. – Berkley's team of Scientists is leading bait innovation with products that maximize action by harnessing forward-facing sonar (FFS) technology. Widely adopted by anglers in freshwater, the fishing industry is beginning to see forward sonar applications created specifically for saltwater anglers. Starting with the bait shape with the widest appeal to most inshore species, the Berkley PowerBait PowerSwitch Shrimp is poised to be every angler's go-to lure.

When used with forward-facing sonar, Berkley’s FFS-optimized baits provide anglers with the ability to control their bait and adapt their technique in real time based on how they see the fish reacting on forward facing sonar. As FFS becomes more popular, anglers will continue to seek baits like the pre-rigged, FFS-optimized Berkley PowerBait PowerSwitch Shrimp, which enhances interaction with fish and helps anglers stay in the strike zone. Its enticing shape, infused with a PowerBait formula specifically for saltwater, tempts fish to bite and hold on. Through meticulous testing, Berkley product engineers have developed a lure that swims in an erratic, darting action that imitates a fleeing shrimp. Designed for use with FFS, the PowerBait PowerSwitch Shrimp’s action can be adjusted by the angler to attract wary predators.

"At Berkley, science drives our every move, and we embrace advances in fishing technology.” said Jake Dawson Berkley, Director of Brand & Product. “Our scientists and engineers at Berkley Labs continuously look to enhance the way anglers catch fish. Forward facing sonar is revolutionizing our understanding of fish behavior and our approach to catching them. Our new baits are designed to work seamlessly with FFS technology, helping anglers seize every opportunity to catch more and bigger fish."

Available in 10 colors ranging from lifelike shrimp colors to bright fish-attracting colors, the PowerBait PowerSwitch Shrimp is extremely versatile for all water conditions. The new bait is sure to find a place in all saltwater enthusiasts' arsenal.

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BERKLEY POWERBAIT POWERSWITCH SHRIMP KEY FEATURES

• Action imitates a fleeing shrimp with control to keep it in the strike zone
• Infused with PowerBait formula specifically for saltwater – fish hold on 18x longer
• Ready to fish, no guesswork, comes pre-rigged, tie it on and get to catching
• Available in two life-like sizes and 10 colors

Sizes: 3.5-Inch • 4.25-Inch
Colors: Chrome Flash • Cold Beer • Molten • Sangria • Dark Night • Pink Flash • Pearl White • Gold • Glow • New Penny
MSRP: $8.99 (3.5in), $9.99 (4.25in)

Available: December 2024

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For an exclusive look at the Berkley PowerBait PowerSwitch Shrimp and the entire lineup of new offerings from Pure Fishing, please consider joining Berkley and the rest of the Pure Fishing brands for an exclusive preview of its New Product Showcase entries at On the Water from 10 a.m. to 2 p.m. on Tuesday, July 16 at the Orange County Convention Center (OCCC) North Building Ponds. Also join us at the Pure Fishing press conference in Room S310 A-B of the OCCC, at 3:30 p.m. to view the new products and hear directly from Pure Fishing executives and product developers. And finally, please consider voting for the Berkley PowerBait PowerSwitch Shrimp in the Saltwater Soft Bait category at the ICAST New Product Showcase starting Tuesday, July 16.

About Pure Fishing
Pure Fishing is a collection of the world’s favorite fishing brands. Every day, all around the world, someone experiences the joy of catching a fish with one of our products. From gear for epic battles at sea to a relaxing day with family at the lake, our portfolio includes the most recognized and admired brands in fishing tackle, lures, rods, reels and storage. Abu Garcia®, Berkley®, DAM®, Fenwick®, Fin-Nor®, Frabill®, Greys®, Hardy®, Hodgman®, Johnson®, JRC®, Madcat®, Mitchell®, Penn®, Pflueger®, Plano®, Prologic®, Savage Gear®, Shakespeare®, SpiderWire®, Stren®, Ugly Stik® and Van Staal®.