Described is a formulation for delivering fish attractants that sustains the release time as well as provides high coating power. The composition is made with a stable water-in-oil emulsion of petrolatum jelly, a water soluble delivery agent, a thickening agent, and a water soluble fish attractant. These formulations stick well to the exterior surface of artificial lures while allowing the active attractant ingredient to be released slowly into the water. The formulations are also in the form of a soft gel that is easily applied to the surface of a lure by dunking the lure in a wide-mouthed container or squeezing the gel from a conventional container.
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