Soft baits win hands down as the most popular and versatile bait family of all time. And there's such a huge variety of soft baits available in the Berkley Gulp! Alive! and Berkley Gulp! Saltwater lineups. You're guaranteed to find the right bait that has the right combination of shape, color, scent, and size to trigger more strikes than any other baits, including in many cases, live bait. At Berkley our PASSION is to help you CATCH MORE FISH.