Founded in the 1970s, The Original Fish Formula has been creating scented formulas to help anglers catch fish easier than ever before. Recently, The Original Fish Formula has created an innovative product to ride the forward-facing sonar wave into the future of fishing while serving as the best fish attractant on the market: Bait Pop. Bait Pop is a gel formula that can be applied to fishing line or the lure itself to instantly show over twice as strong on live sonar technology, in addition to having the best fish-catching scents to help anglers target more and bigger fish!