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In the same family as laundry bluing, our concentrate is more powerful than the grocery store products. And it contains no floral scents. Bait Brite has a chemical reaction with the scales on your baits and puts a shine on them like they were just polished. Works great on fresh bait, and if you're forced to use older, brownish baits, a few hours soak in Brine n Bite and Bait Brite and your herring will look like they've just been netted.