PRADCO transitions popular lure brand to YUM portfolio

PRADCO-Fishing has announced that it is to transition one of its most popular lure brands to the YUM Bait Company.

The company – one of the largest suppliers of baits in the world – says that the move of Gene Larew Lures will benefit anglers in the form of savings as the YUM versions of the well-loved baits will sell for $3.99 instead of $6.99.

“Closing out a brand is never easy, but financially it was the best decision,” said Chad Warner, Vice President of Brand Management for PRADCO-Fishing. “We have taken the most successful shapes and terminal pieces and put those under the YUM brand. They complement that brand extremely well and from a price perspective, it is a win for the customer.”

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 colours, but also in some of YUM’s top colours.

“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 honouring that legacy by preserving the quality and performance of these classic lures.”