Between all the “fuzzy dice baits” (the latest craze in freshwater bass fishing) we found some great-looking new saltwater lures on display at ICAST 2025. Many were from familiar companies, but a few came from overseas, designed for distant fisheries, though they may have applications right here at home.
(Note: On The Water is reader-supported. When you buy through links on our site, we may earn an affiliate commission.)
Shimano expands its Butterfly jig lineup with the all-new Ocea Sardine Waver, engineered for the slow-pitch jigging enthusiast looking for their next advantage. The Ocea Sardine Waver features a boat-like keel on the rear of the jig that helps impart three random and unique actions as it falls — backsliding, wobbling, and forward and backward slide — to imitate a wounded baitfish and draw aggressive strikes from pelagic and bottom fish alike. The Ocea Sardine Waver is available in three sizes — 130g, 180g and 250g — for slow-pitch anglers fishing different depths and target species.
Rapala Magnum Countdown Elite
Made from tough Abachi wood, this heavy duty bait is designed to troll up pelagics like wahoo and tuna at speeds up to 10 knots.
Adusta Zelphas
Described as a “next-gen” lipless minnow, this 1-ounce swimming plug from Japanese lure company Adusta has a variable action with a slow, vulnerable wobble to a fast, darting panic.
G-Ratt Baits Sneaky and Poppa Pete 2.0
While designed for freshwater bass, Mike Gleason, innovative angler and co-founder of TAK Waterman, has had success with the Poppa Pete glidebait for saltwater stripers for several years. An updated version of the lure adds a textured finish with details like gills.
Strike King Hogfather Jr.
Built in partnership with Tater Hog Custom Lures, this versatile 7-inch glidebait swims across a range of retrieve speeds, from slow and deliberate to medium fast, maintaining its proven glide action throughout. It is equipped with swivel-hook hangers designed to keep fish securely hooked and features a range of unique color patterns. Though designed for largemouth bass, with upgraded hooks, it has striped bass potential as well.
Fishbites Fight Club Mullet
This 5 soft-plastic swimbait has a wedge tail that sends out big vibrations and, like all FishBites Fight Club lures releases a powerful trail of feeding stimulants to attract fish and trigger the bite.
Yo-Zuri expanded their Hydro Monster Shot series with this small, long-casting lure that has big potential for false albacore. It has a wobbling action on the fall and a kicking action on the retrieve.
Z-Man Mackerel Colors
Z-Man has added to the popular DieZel Minnow lineup with colors for the Northeast angler including blue mackerel and sexy mackerel.
Z-Man Diezel KickerZ
Having already proven its worth as a tarpon lure, this soft-plastic matches the profile and swimming action of a peanut bunker perfectly. Matched with a jighead, this one has big potential for fall stripers.
Howk Fishing Rocky
Spanish lure company Howk showcased this giant-tuna grade paddletail, complete with swiveling hook. This looks like a great option for fishermen looking to fool giant tuna feeding on big baitfish.
