Start a Feeding frenzy - At YUM we use the latest technology in coordination with extensive research and constant quality control to ensure the production of the most effective and reliable baits in the industry. Featuring a full line of proven soft plastic baits, scientifically developed attractant and the strongest and most-extensive line of castable umbrella rigs, YUM continues to ride the leading edge of fishing trends and tactics. Don't leave catching fish to chance. The results for serious anglers are clear.