Eddystone Eel has been manufacturing record-breaking lures since 1973.
British boat caught bass, pollack, coalfish, cod plus 10 world line class records have all fallen to the Eddystone.
In 2010, Eddystone Eel launched a new model which, in February 2012, beat the British boat-caught whiting record.
Eddystone Eel could have sat back, but the company says it had already started to make the tooling moulds for what it believes is going to be the next EFTTEX Best New Soft Lure winner.
During shore tests a 140mm prototype of the Eddystone Eel 2012 took an 11lb bass, 12lb cod, 3lb whiting and 5lb ballan wrasse.
On the boat test it lured a 19lb pollack and 20lb cod and out-fished all other lures aboard.
Alongside the 140mm model, two other sizes will be on show at EFTTEX.
The company adds: “The Eddystone Eel 2012 will become The new World Champion for 2013. Eddystone Eel has been making record-breaking lures for 39 years – we know the sizes, colours and the action needed for big fish.”