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American Baitworks acquires iconic lure brands

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American Baitworks has announced the acquisition of the Southern Lure Company, owner of the Scum Frog and Bass Rat brands.

American Baitworks has continued its growth strategy with the acquisition of two iconic US lure brands.

The Ocean Springs, Mississippi-based business has added the Southern Lure Company, owner of the Scum Frog and Bass Rat brands, to its ranks. Earlier this year American Baitworks’ parent company, Fingle Flagen Group (FFG), announced an investment in NetBait Tackle.

Southern Lure Company is a pioneering business with over 30 years of experience in designing and developing frogs, rats and other products for topwater fishing.

“We are extremely thankful to Dan Cunningham and his wife, Leisa. They have been very supportive of our vision and we are excited to build upon their hard work and commitment to Southern Lure as they hand over Scum Frog and Bass Rat to our team,” said Matt Massey, President of American Baitworks. “We are pleased to announce that Dan has agreed to continue to work with us over the next 24 months and consult on manufacturing and new product development.”

Following the acquisition of Southern Lure, Justin Sward has been appointed Senior Vice President of American Baitworks. The company added that it would be making ‘significant’ investments in new product development as well as sales and marketing to introduce the Scum Frog and Bass Frog brands to a new generation of anglers.

Filed In: Lures, Product News