Berkley’s Krej is an odd-looking design that behaves completely different from all other hard baits — and the fish love it.

The Berkley Krej—cleverly named because it’s a “jerk” bait spelled backwards—does exactly what its name implies. It’s a jerkbait turned on its head, both literally and figuratively, and in 2024 it walked away with Best Freshwater Hard Bait at ICAST. That’s no small feat in an industry overflowing with clever plastic and flashy packaging.

But winning at a trade show and winning on the water are two different things. Plenty of lures that shine under the bright lights of ICAST never earn a permanent spot in anglers’ tackle trays. The Krej, however, looks like it may have the rare staying power. Across the bass waters of America, it’s proving itself in the one arena that matters: the bite.

Hard to Keep in Stock

A quick tour of tackle shops across north Alabama—home to Lake Guntersville, Wheeler, Pickwick and some of the most competitive bass fishing anywhere—tells the tale. Where the Krej once hung, there are now rows of empty pegs. Even major suppliers like Academy Sports + Outdoors report sell-outs across popular colors and sizes. For a lure barely a year past its introduction, that’s a telling sign.

Why the Krej Looks So Strange

The Krej breaks all the rules of jerkbait design.

Instead of a downward-angled bill that drives the lure deeper, the Krej’s lip points upward. The line-tie sits at the tip of that lip rather than the nose, creating an entirely different action.

The lure carries only two trebles—Berkley’s proprietary, razor-sharp Fusion19 trebles—positioned with balance in mind. Two hooks rather than three mean easier, quicker releases, a big plus for anglers practicing catch-and-release.

The rear treble sits slightly forward of the tail. This lets the lure sink slightly tail-down, without snagging the instant it brushes a stump, rock, or brushpile.

How It Behaves Underwater

On the cast, the Krej sinks almost like a spoon—steady and fast, though just slow enough to look natural. It wobbles on the way down. Give the rod a pop and instead of darting deeper, the bait surges up and forward, its lip grabbing water in reverse. On slack line it falls again with a wounded-shad wobble.

That up-and-down cadence—like a dying baitfish struggling toward the surface and then spiraling down again—pushes every predatory button in a bass’s brain. Strikes usually come on the fall, often nothing more than a subtle “tick” on the line.

The Krej is deadly both as a deep water lure and as a topwater, making it unusually versatile. (Berkley)  

 Veteran spoon fishermen will recognize the feel immediately. For others, there’s a learning curve. Braided line amplifies those faint signals better than mono, though a fluorocarbon or mono leader is smart for invisibility and to prevent braid from tangling in the trebles.

The lure can also be fished on the surface by rapid, steady cranking with the rod tip high—this creates a large v-wake, and should be a good tactic over submerged grass or along a rip-rap shore.

Size Options and Versatility

Berkley offers the Krej in three sizes, 85, 100 and 115 mm, or about 3.3”, 3.8” and 5”.

The smallest version is right at home chasing crappie, smallmouth, or spotted bass.

The mid-size version of the Krej is ideal for spots and smallmouths as well as schooling largemouths. (Berkley)

The mid-size model is right-sized for largemouth and walleye, as well as sea trout in coastal waters.

And the largest size is built for heavyweight largemouth, but enterprising anglers could easily imagine it fooling saltwater predators like snook or redfish—with upgraded hooks, of course.

Most lure categories have seen incremental tweaks—different rattles, flash patterns, or color schemes. The Krej feels like something else entirely: a genuinely original tool that adds a fresh presentation to bass anglers’ arsenal.

And anglers are already adapting it beyond the playbook. Some work it vertically over deep schools like a jigging spoon. Others yo-yo it along bluff walls or timber edges. A few are experimenting with slow retrieves, using gentle twitches to keep it hovering in mid-water. 

The Krej is not the lure for days when the bass are hidden deep in the maidencane or moss beds, but when they’re just about anywhere else, it’s one well worth trying. 

— Frank Sargeant