YUM is an American brand that embodies the excellence of 100% USA-made soft lures. Designed and manufactured entirely in the United States, YUM lures are the go-to choice of numerous American tournament fishing champions, particularly on the major bass fishing circuits including Bassmaster and MLF. Distributed in France by Flashmer, the brand brings European anglers the American expertise in attractant-infused soft lure technology.

The major innovation that sets YUM apart from its competitors is the integration directly into the lure material of a powerful chemical attractant. Unlike products that require external attractant application, YUM lures are impregnated with a scent and taste formulation that releases progressively in the water, creating an irresistible olfactory and gustatory trail for predatory fish. This technology is directly derived from research conducted to maximize performance under the intense conditions of professional tournament competition.

Bass Specialist, Expert on Every Predator

While YUM is primarily recognized as a black bass specialist — the most competitive fishing discipline in North America — the brand has developed over the years a range adapted to all predatory species. YUM worms, creature baits, swimbaits, and grubs: every category features designs rigorously tested and proven by American circuit professionals under the most demanding competitive conditions imaginable.

The quality of the materials used by YUM is also a major strength. The selected plastics offer a perfect softness and texture for natural movement in the water, while maintaining sufficient durability to withstand repeated predator strikes. The balance between softness, durability, and attractant diffusion is the result of decades of meticulous refinement and real-world testing.

Available through Flashmer, YUM lures bring the American tournament champion mindset to France: never put a lure in the water that has not been proven at the absolute highest level of competition.

• 100% American manufacturing – lures designed and produced entirely in the USA
• Integrated attractant built into the material for continuous, irresistible diffusion in water
• Champions' choice on Bassmaster and MLF circuits under real competitive conditions
• Black bass specialist with versatile applications across all predatory species
• Exhaustive range: worms, creature baits, swimbaits, grubs, all colors and sizes

With YUM, you fish with the lures of American champions. Revolutionary attractant technology and impeccable American manufacturing, available through Flashmer.