As a leader in the fishing industry for more than 85 years, Pautzke knows scent! In fact, they introduced scent to the fishing world. Fire Gel uses what they've learned for more than 8 decades and brings the longest lasting, most powerful and strongest fish catching scent to anglers. Simply apply Fire Gel onto your favorite bait, lure or tackle for maximum success.-Professional Strength!-Fish Smell It!-Bait Lab Approved!