About Us

I’ve been developing hookbaits since 2020. What started out as experimenting with bait pretty quickly unearthed a real obsession with creating it — understanding flavours, ingredients and what actually makes a hookbait work.

That eventually led to developing my own high-protein, high-buoyancy in-house pop-up mix, years of tweaking it, putting samples out and constantly trying to push things forward.

I source my own flavours and work closely with a flavour house and chemist. I’m always hunting for something different — new flavour profiles, powdered stimulants and modern ingredients — but I’m equally obsessed with the old-school stuff and collecting original flavours whenever they surface.

Everything is rolled in small batches on table rollers, so I can keep a close eye on every batch from start to finish. That means controlled drying, resting and re-flavouring in stages, allowing the attraction to work its way right through the bait rather than simply sitting on the outside.

I’ve also put a lot of man-hours into researching the individual components that make up flavours and how those flavours behave once they’re actually in the bait. From controlled drying and staged re-flavouring to finding ways of keeping the flavour profile in the hookbait for longer, there’s been plenty of trial and error behind the scenes.

Small batches. Proper ingredients. Constant refinement. Hookbaits rolled with care.