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American Baitworks Co. Acquires Snag Proof Lures

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Ocean Springs, MS – American Baitworks Co.™ is pleased to announce the company has acquired Snag Proof™ Lures. 

The Snag Proof Lures brand will join Scum Frog under Southern Lure Co. –  part of the American Baitworks Group of Companies. Through the acquisition, the company has moved manufacturing, operations and distribution to Southern Mississippi. 

“Snag Proof is a true American original and we’re excited to have, what we believe, are the only two frog companies currently being manufactured in the USA. The hard work starts now and we are going to introduce Snag Proof to a whole new generation of anglers.” said Matt Massey, President and COO of American Baitworks. “We are investing heavily in modernizing Snag Proof with new product designs and enhanced manufacturing. Snag Proof 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.”

Anglers can look to see new patterns and colors across the Snag Proof lineup including exciting new additions to the Wiggle Wog, Weed Demon and Bobby’s Perfect Frog product lines. Anglers will also see a new generation of Popping Frogs currently under development.

The company 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 company 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’re happy to see the company in the hands of people who fish and have a passion for frog fishing in particular.”

Snag Proof products and the new Snag Proof brand will be fully unveiled at ICAST in July.

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