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About us



Nextgen Baits Inc.™ is a company founded on the pure love of fishing.  We are fishing fanatics making serious soft plastic lures for other fishing fanatics.  The fact that you’re even reading this page means that you probably are one too.  Welcome to the club!

We noticed a while back that very little innovation has occurred with soft plastic fishing lures in recent years and that bothered us.  There was no method available for putting high definition graphics on soft baits, so we invented one.  There were also no soft plastic baits available that were completely flexible and that allowed the use of a treble hook, so we invented that too with our patent pending internal hardware assembly.  As if that wasn’t enough, we also added a Pyrex® glass rattle to help fish find the lure even if they can’t see it immediately after it hits the water.

We hope you enjoy fishing with the Wounded Rattle Shad™ as much as we do.  Be sure to check out www.Nextgenbaits.com to see the latest news and products at Nextgen Baits Inc.