Renowned for its ability to regularly produce doormat fluke anywhere from shallow bays to deep water reefs, the Berkley Gulp! Alive Grub has become a staple among flounder fishermen in the Northeast. Best rigged on a jig head or as a trailer on a bucktail, the Gulp! Grub is not limited to only flounder and black sea bass, as its wild tail whipping action coupled with Berkley's legendary Gulp! scent formula has proven to be effective on game fish of all varieties up and down the coast.

Berkley's Gulp! Alive series of baits come in a hard plastic container floating in a generous amount of what many anglers call "Gulp Juice", or what Berkley has referred to as their "Magic Gravy". This fluid has a specially formulated scent that is absorbed by the baits and then dispersed throughout the water to attract fish. The resealable containers allow you to recharge your baits after long periods of use to increase their effectiveness.