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An iconic Scandinavian brand signalled the beginning of a new chapter in its history when it made a comeback at the region’s top tackle show.
‘Zalt is back’ was very much the message at Sweden’s Sportfiskmassan show last month following its acquisition at the end of last year by Cultura Piscandi, the owner of brands that also include Leech Eyewear and Headbanger Lures.
Company Director, Stefan Svahn, said: “Zalt came to the show to reconnect with its heritage while also setting the foundation for the future. We wanted to highlight the brand’s history, authenticity and strong position within Scandinavian sport fishing, while clearly signalling that it is just the beginning of a new chapter for Zalt.
“The reaction was overwhelmingly positive. Many anglers have a strong emotional connection to Zalt and there was a clear sense of excitement to see the brand back. We heard a lot of stories from anglers who have used its lures for many years and caught pike of over 15kg. There was also a strong appreciation that the original spirit and quality of the brand is being preserved.”
On its acquisition in December, Svahn told Angling International that Cultura Piscandi would bring back the glory days of Zalt, which had been dormant for a number of years, and introduce new models that maintain the unique Zalt identity. “At this stage the focus is primarily on reintroducing the brand. However, we are actively working on many new product development projects and there will be new launches ahead as we continue to build on the brand’s legacy.”
