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American Baitworks acquires ‘original’ frog company

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Snag Proof Lures has become American Baitworks’ fifth acquisition in a year and will be unveiled as a new member of the group at next month’s ICAST.
↑ American Baitworks has revealed plans to introduced new patterns and colours for Snag Proof Lures' products, including Bobby's Perfect Frog.

Fast-growing American Baitworks has added to its recently acquired brands with the addition of the ‘original’ frog company.

It has bought Snag Proof Lures – its fifth acquisition in a little over a year. The brand will join Scum Frog in the Southern Lure Co family, part of the American Baitworks group of companies, and will move its manufacturing, operations and distribution to southern Mississippi.

“Snag Proof is a true American original and we are excited to have what we believe are the only two frog companies currently being manufactured in the USA. The hard work starts now as we introduce Snag Proof to a whole new generation of anglers,” said Matt Massey, COO of American Baitworks.

“We are investing heavily in modernising Snag Proof with new product designs and enhanced manufacturing. The brand was hugely innovative when the company sprang onto the scene many years ago and we are bringing that same energy and innovation back to the company.”

Massey added that anglers can look forward to seeing new patterns and colours across the range, including additions to the Wiggle Wog, Weed Demon and Bobby’s Perfect Frog product lines as well as a new generation of Popping Frogs.

American Baitworks has engaged two of the original owners, Connie Fuller and Harry Ehlers Jr, to support the company through the transition and to leverage their knowledge and history of the business, which was started by their father, Harry Sr.

“Both Harry and I are excited for the future of the company our dad started,” said Connie Fuller. “We are happy to see it in the hands of people who fish and have a passion for frog fishing in particular.”

Snag Proof Lures products and the new brand will be unveiled at next month’s ICAST trade show.

Filed In: Lures, Product News