2023 New Products

Video best new fishing lures


An original, ‘self-walking’ topwater lure, Z-Man’s 5-inch HellraiZer slashes, sputters and carves the surface unlike anything you’ve seen before. Designed by ChatterBait inventor Ron Davis, the HellraiZer is power-driven by an exclusive, weighted tail blade. A simple, straight retrieve effortlessly planes the lure to the top, where it delivers its crazed fleeing action at slow or fast speeds. A thin, elongated, minimalist body sports a belly line tie and a single treble hook. The weighted tail blade connects to a rear, feathered treble hook to accentuate swimming motion and focus strike attention. Ten body-blade-feather patterns cater to any situation or water color. MSRP $14.99 each – 5-inches, 5/8-ounce.

Micro Finesse ShroomZ™ Jigheads

Sculpted in the classic Z-Man mushroom configuration, miniature crappie / panfish / multispecies jigheads are a perfect match for the Z-Man Micro Finesse ElaZtech BaitZ. Custom fine-wire needlepoint hooks yield easy hooksets. A welded wire keeper allows for easy bait-rigging, pinning Micro Finesse baits securely in place. Offered in red, chartreuse, glow/white and black finishes in 1/30-(#6), 1/20-(#6), 1/15-(#4) and 1/10-ounce (#4) weights. MSRP $4.99 per 5-pack.

Micro TRD™

Sized to be effortlessly inhaled by crappies, panfish and all species, the Micro TRD features the all-time great TRD stickbait profile in a 1.75-inch size. 10X Tough ElaZtech composition means the bait will withstand dozens and dozens of strikes and fish-catches per bait. Extra soft, buoyant material ascends off bottom at rest, assuring the Micro TRD is constantly attracting attention. Pairs seamlessly with Z-Man Micro Finesse ShroomZ jigheads. Ten colors include exclusive patterns such as Electric Chicken, Bumblebee and Glow Chartreuse. MSRP $4.99 per 8-pack.

Tiny TicklerZ™

A downsized rendition of the popular, fish-catching 1.75-inch TRD TicklerZ, the Tiny TicklerZ offers softness, buoyancy and durability in abundance. Among the most versatile of all panfish and trout profiles, the Tiny TicklerZ is easy to rig on a Micro Finesse ShroomZ jighead, buoyant tentacles quivering and coming alive underwater. 10X Tough ElaZtech construction means maximum durability, resisting tearing from annoying tail-nipping fish. Ten colors include popular crappie and panfish patterns like Firetreuse, Pink Glow and Bumblebee. MSRP $4.99 per 8-pack.


An exclusive Z-Man bait shape, the 2-inch StingerZ features a unique segmented, straight tail shad profile. A thick, shad/baby panfish body sculpt features a convenient hook slot for easy rigging. Segmented tail undulates and quivers continuously, activated by a bulbous stinger. The buoyancy and durability of the ElaZtech material also makes the bait ideal for the dock shooting technique. Pairs seamlessly with Micro Finesse ShroomZ jigheads and fishes ideally while cast and retrieved horizontally or below a bobber/float rig, tail hovering and waving seductively. Tough ElaZtech also resists tail bite-offs from nuisance fish. Ten colors include popular crappie and panfish patterns. MSRP $4.99 per 8-pack.

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Shad FryZ™

A bite-sized swimbait that gets eaten by crappies, panfish, trout and all species, the 1.75-inch Shad FryZ represents small shad and baby panfish—among the most preferred forage foods of big panfish. Thin, deep-bodied profile transitions to a segmented tail section and special swimming tail; soft ElaZtech material yielding subtle swimming motion at almost any retrieve speed, including on the fall. 10X Tough ElaZtech construction resists tail bite offs and boasts the highest fish-per-bait ratio available. Special hookslot eases rigging on a Micro Finesse ShroomZ jighead. Ten colors include popular crappie and panfish patterns. MSRP $4.99 per 8-pack.


Molded with the extra fine anatomy of an aquatic invertebrate, the 1.75-inch LarvaZ features oversized, bulbous eyes, wispy thin legs and a segmented stinger tail that moves and undulates continuously. Made to match the Micro Finesse ShroomZ jighead, the LarvaZ is ideally suited to fishing below a bobber/float or jigged/crawled/hopped along the bottom. The highly detailed invertebrate imitation offers selective panfish and trout an unmistakable meal. 10X Tough ElaZtech composition also provides natural buoyancy, maximizing tail movement and underwater loft. Eight colors include popular panfish and trout patterns. MSRP $4.99 per 8-pack.

Midwest Finesse Swim Jig™

Precision-engineered and perfectly balanced, the Midwest Finesse Swim Jig is built on Z-Man’s patented StabilTrack™ jighead design. The head sports a grooved underbelly that prevents rolling at all retrieve speeds. Lifelike 3D eyes accentuate the effect, while an agile brush-guard and sparsely skirted configuration matches light-line, finesse applications and pint-sized trailers. A custom lightwire needlepoint 3/0 hook allows for effortless hooksets with light tackle. Hook is armed with a welded wire keeper for easy rigging and holding ElaZtech trailers, such as the Baby GOAT or Slim SwimZ, securely. Six color patterns and three sizes (5/32-, 3/16- and ¼-ounce) available. MSRP $4.99 each.

Kicker CrabZ™

A first of its kind crab imitation, the Z-Man Kicker CrabZ accurately imitates a sideways swimming crab—the exact action that’s hotly pursued by redfish and other inshore predators. Buoyant 10X Tough ElaZtech material mimics the natural defensive upward claw posture of crustaceans, while outlasting other soft plastic baits by wide margins. Realistic crab profile sports lifelike kicker claw, segmented legs, eyes and antennae. Angler-friendly design yields easy rigging (with hookslot/hook pocket) and streamlined shape for max casting distance. The Kicker CrabZ’ keeled belly enhances retrieve stability. Expertly designed kicker claw produces movement and vibration at all retrieve speeds, including on the fall. Pairs perfectly with the Z-Man Pro BulletZ, SnakelockZ and ChinlockZ jigheads. Ten striking inshore colors available. MSRP $4.99 per 3-pack.

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Salty Ned ShrimpZ™

Industry-first saltwater specific profile for the increasingly popular Ned Rig finesse technique, the 2.5-inch Salty Ned ShrimpZ proves its mettle with selective fish in clear water conditions. Lifelike shrimp profile features thin “feeler” legs and antennae that quiver with the slightest movement. Soft, durable 10X Tough ElaZtech maximizes tail and bait movement while resisting tearing and toothy attacks. Material is also naturally buoyant for a slow sink rate and tail-rise off bottom on the pause. The Salty Ned ShrimpZ pairs perfectly with the Finesse BulletZ, Finesse ShroomZ, NedlockZ and Texas Eye Finesse jigheads. Ten inshore-specific colors available. MSRP $4.99 per 6-pack.

DieZel Eye™ Jigheads

Built for big, tough predators, the DieZel Eye Jighead is highlighted by its hallmark Eye Strike® 3D eye design, creating a prominent strike target. Custom, heavy-duty 6/0 or 8/0 black nickel, needlepoint hooks are ‘tri-forged’ on three sides for superior strength and sharpness. Jighead is constructed with dual, conical keeper barbs that grip ElaZtech plastics securely; a molded retainer collar accepts EZ Skirts for dressing up soft plastic presentations. Oversized 6/0 or 8/0 Tri-Forge Power Hook pairs exceptionally with 5″ and 7″ DieZel MinnowZ and other larger ElaZtech bait profiles. Offered in 3-, 2-, 1-, ¾-, ½- and 3/8-ounce weights in red, glow, chartreuse eye patterns. MSRP $5.99 to $11.99 per 2-pack, by size.


The first fan-driven ElaZtech softbait, the Z-Man GOAT ToadZ sprung to life via ideas and inspiration of everyday anglers who interacted with the entire bait design process on social media. The 4-inch surface kicker features twin curved paddle feet that thump and churn at all reel speeds—from the slowest crawl to fast buzzing retrieves. A thick, bulky body and streamlined profile enhance castability. V-shaped belly provides surface stability, while a ventral hook slot aids rigging and hookset success. Dorsal ridges protect hook points and provide a template for rigging with single or double hooks. Composed of naturally buoyant ElaZtech, this super versatile surface bait also boasts unheard of toughness for all-terrain performance and numerous bass per bait. The Z-Man GOAT ToadZ comes in eight proven color patterns. MSRP $4.99 per 3-pack.

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SMH™ WormZ™

Sleek, simple and unceasingly active, the 6.5″ SMH WormZ presents bass with a natural, unassuming target, deadly seductive when rigged on its namesake SMH Jighead. A substantial but slender head and torso are ideally shaped for easy hook penetration. Gradually, the SMH WormZ slims down to a wispy-thin midsection that activates the worm’s bulbous tail— kicking and undulating continuously as the angler shakes the line. When you stop shaking the worm, the tail levitates, hovers and exposes itself to the slightest underwater currents. Imbued with a 15-percent salt solution, the SMH WormZ offers optimal casting weight, and enhanced taste and texture to assure bass bite and hold on tight. Ten proven colors available, MSRP $5.99 per 7-pack.

SMH™ Jighead

Made to match the SMH WormZ and other shakyhead worms and accentuate tail action, the SMH Jighead was built to Brian “B-Lat” Latimer’s exacting specs: specific angles and head shape to precise hook ingredients. To aid its ability to slide cleanly through grass and brush, pivot smoothly on bottom and walk over rocks and other obstructions, the jighead features a pointed nose and angled eyelet. The hook eye is recessed for further snag resistance. The jig’s smooth oval surface eases its skip-ability under boat docks. A custom, round-bend needlepoint 4/0 black nickel hook aids stealth and effortless hooksets with 6- to 15-pound line. A welded wire keeper eases rigging and holds ElaZtech baits tight. Sizes 1/8-, 3/16- and 1/4-ounce in black or green pumpkin. 3-packs sell for $5.99 each.

6-inch HerculeZ™ Swimbait

New 6-inch big fish profile! Highly detailed baitfish sculpting and a smartly designed curved paddletail give the HerculeZ Swimbait a naturalistic appearance and swim action. The Herculez’ 10X Tough ElaZtech composition means you’ll fish this exceptional pre-rigged swimbait for miles and dozens of big bites, long before you wave the white flag. A heavy duty 8/0 Mustad UltraPoint hook matches the lure’s robust 6″ body and offers an ideal match for big, tough fresh- and saltwater gamefish. Jighead also includes a ventral eyelet for adding a second belly hook. Molded around a 1-ounce zinc jighead, the HerculeZ Swimbait casts toward the horizon and sinks at an optimal rate for a variety of presentations. Swimbait profile features 3D eyes, ultra-detailed fins, gills and anatomy, each hand-painted in popular Z-Man color patterns. MSRP $12.99 each.

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Ethan Smith is a seasoned marine veteran, professional blogger, witty and edgy writer, and an avid hunter. He spent a great deal of his childhood years around the Apache-Sitgreaves National Forest in Arizona. Watching active hunters practise their craft initiated him into the world of hunting and rubrics of outdoor life. He also honed his writing skills by sharing his outdoor experiences with fellow schoolmates through their high school’s magazine. Further along the way, the US Marine Corps got wind of his excellent combination of skills and sought to put them into good use by employing him as a combat correspondent. He now shares his income from this prestigious job with his wife and one kid. Read more >>