Although the trout bait market is dominated by a single large company and has numerous bait and lure manufacturers vying to establish a meaningful piece, PRADCO still saw need to go forward with TroutKrilla, according to Andy Carroll, director of sales and marketing for PRADCO-Fishing.

“First, we had the YUM brand, which fishermen already know and trust,” Carroll said. “Despite being less than four years old, YUM is among the leaders in the soft-plastic lure market.  Not only do the fishermen know that YUM products produce fish, but retailers know that baits with the YUM name on them sell.

“The synergy with YUM bass baits translates well to trout because many of the same anglers spend time in both pursuits. We incorporated the very familiar YUM logo into the packaging and all promotional materials, but also gave TroutKrilla its own look – a look that distinctively says ‘trout,’” he added.

A critical factor in the decision to go forward with TroutKrilla was gaining certainty that the product worked extremely well and that it could be distinguished from everything else on the market. “We tested the bait extensively in different parts of the country, needing to be convinced that it was an outstanding product,” Carroll said.