Share
Launched at ICAST last year, Mustad’s Ultra-Nor wire forged hooks have caught the attention of anglers worldwide. Lovro Vudrag, Marketing Manager at Mustad EMEA explains why.
How groundbreaking is the Ultra-Nor wire forging technology?
LV: This is definitively a real customer-orientated innovation. There is a need to increase hook strength and catch bigger fish without increasing hook sizes, and Ultra-Nor is providing that technology.
The cross-section is designed and processed into an H shape. This concept draws on the widely used H-shaped steel in the construction industry. Compared with a round bar of steel, H-shaped structural steel effectively strengthens the bending resistance of beams and pillars of buildings with the same size and diameter as the steel structure.
We asked ourselves why we couldn’t apply this technology to Mustad hooks. And – as if by magic – Ultra-Nor forging technology successfully transformed the first round wire into an H-shape. Laboratory tests comparing one hook with and one without the technology concluded that the one with Ultra-Nor forging and the H-beam structure in wire can bear up to 20% more force before it is totally bent out.
Ultra-Nor technology improves the bending strength by up to 20% without increasing wire diameter. It means that providing lighter hooks for a better fishing experience is no longer a dream. It is the latest breakthrough in steel wire structure following Mustad’s pioneering introduction of triangle wire technology in 2018.
When the hook punctures the body of a fish, the viscosity and tension of the blood creates negative pressure on the surface of the hook. It is clamped by muscle contraction, forming a vacuum state that hinders the hook’s penetration. The T-shape forging creates a small room for air flow and destroys the vacuum, reducing negative pressure and improving the penetration. From the cross-section, the super-forged hook forms a T-shaped structure like a railroad track. This important load-bearing reinforcement structure greatly increases the bending and deformation resistance of the hook.
What was the reaction of visitors to Mustad’s booth at ICAST when it was launched?
LV: That Ultra-Nor is amazing! Some one said it was the first time he had seen a design similar to the blood groove of a sword on a fishing hook. Someone else said: “I can’t imagine what technology Mustad used to make such delicate grooves on such a tiny fish hook.” Another said: “This is different from other forging techniques I have seen on fish hooks.”
Why should anglers use hooks with Ultra-Nor?
LV: Thanks to hook performance, it will help anglers to enjoy bigger catches from the shore while hooks without UN technology would have opened and lost the fish.
What hook ranges is it being used on?
LV: We first focused on big game hooks and now we are developing smaller sizes requested by customers who have already identified the advantage of the technology. The application is not only for big game hooks, but also our bestsellers, Big Gun and Notorius, which are used in various applications. We are now able to produce hooks with wire diameter down to 0.80mm.
Compared to other hook developments by Mustad, where does Ultra-Nor rate?
LV: This development is rated in the higher innovation range. It is a real technical innovation that provides advantages to anglers, allowing them to maintain hook sizes while upgrading their strength. That innovation can only be done by an experienced team with deep knowledge of the material and process.
Brand on mission to be leader in sustainability
Mustad has been on a mission to become the industry leader in sustainability for the last three years. As a global leader in the fish hook trade, the iconic Norwegian business says that includes significantly reducing the use of plastic. And its latest innovative packaging includes a substantial step towards that aim which has resulted in an impressive 73% drop.
Lovro Vudrag, Mustad EMEA Marketing & Design Manager, told Angling International: “Mustad is thrilled to announce the development of a new design that reflects the brand’s core values towards commitment to sustainability.
“It creates a strong and cohesive identity across all products. The refreshed packaging is not only modern, but easily recognisible, allowing anglers to connect with the brand and its values.”
Vudrag added that Mustad’s Alpha Point hooks are presented in environmentally-friendly craft paper packaging with refined red accents. Last year it added the recently developed Ultra-Nor models in green. All are mounted on foam to prevent them dulling.
“Our primary aim is to switch all our hooks to eco-friendly packaging, reflecting our commitment to sustainability and reducing our ecological footprint while encouraging consumption among anglers.”
T: +1 305 925 9972
www.mustad-fishing.com
