Gaining new market share is all about better products and true innovation. As the creators of the original Berkley Gulp brand and packaging, Berkley call upon Ivarson to leverage the success of their freshwater biodegradable molded baits to the competitive saltwater market. A new Berkley Gulp brand modifier "Alive!", structural packaging, bold branding and color, signals a line of baits that truly deliver the brand promise i.e., "Looks Alive, Feels Alive, Tastes Alive!"