For those of us who thought Zoom could not improve on what is widely considered the best soft plastic jerkbait on the market, we were wrong. Very wrong.

Arriving at a store near you soon, the Swimmin’ Super Fluke has a paddle tail akin to a hollow-body swimbait, but it swims upright without the aid of a weighted hook and has an action only the cousin of the original fluke could have. This is certainly one of those lures you’ll want in your tacklebox — well-hidden from your buddies, of course. The lures will be available in a host of the company’s most popular colors.