New Colors for the #1 Seller

Four hot new colors spill over from the Rumble series to make the Mimic Minnow Shad even more versatile and productive.

BEMIDJI, Minn. (October 13, 2021) – Since its introduction more than 25 years ago, Northland Fishing Tackle’s Mimic Minnow Shad has ranked as the company’s #1 selling lure. That should come as little surprise to the thousands who love it as an all-purpose target for walleyes, crappies, bass, trout, perch and sunfish. Now, the renown swimbait is getting an additional splash of color with four new patterns from the company’s popular Rumble Series of crankbaits.

“The Mimic Minnow Shad is one of the most versatile and effective soft plastic swimbaits I’ve ever thrown,” said Northland pro-staffer and veteran multi-species fishing guide, Brian “Bro” Brosdahl. “With the addition of several popular patterns from the Northland Rumble Series, it’s going to be hard to beat up against virtually any water condition, weather change or fish temperament.”

Bubblegum Tiger



Purple Wonder

The new color patterns include Bubblegum Tiger, Wonderbread, Purple Wonder, and Sneeze, all of which have performed exceptionally well with Northland’s Rumble Stick, Rumble Shiner, Rumble Shad and Rumble B crankbait lines. High-visibility colors to be sure, the new additions will provide anglers more options for fishing in a wide variety of conditions ranging from bluebird skies and gin-clear water to heavy cloud cover and murky depths.

Molded from tough but supple soft plastic, the Mimic Minnow Shad features a lifelike “holographic” Baitfish-Image® body that swims and wiggles to mimic gamefish forage – soft, chewy minnows. Designed with a “Stand-Up” jig head that allows for bottom jigging, trolling or use as a swimbait both in open water and around weeds, brush and timber, it also sports a Mustad® Needle-Point hook and 3-D molded eyes. The bright new patterns are intended to elicit more reaction bites, adding a whole new dimension to the Mimic Minnow Shad’s fish-fooling repertoire.

“I had the opportunity to test out the new color patterns and they scored really well with smallmouth bass and walleye,” revealed Brosdahl. “They work well when cast and retrieved with a slow roll of the reel handle, pitched and jigged with a bit of a hop, or retrieved so that the stand-up jig head maintains occasional contact with the bottom. They are so effective that there’s really no wrong way to work them. I’ve used Mimiic Minnow Shad to crush slab crappies, perch, bluegill and trout as well.”

The four new Mimic Minnow Shad patterns will be available spring 2022 in all five Mimic Minnow Shad sizes (1/32-oz., 1/16-oz., 1/8-oz., ¼-oz. and 3/8-oz.). MSRP’s range from $4.49 to $5.99 based on lure size. Mimic Minnow Shads come packaged two per card.


  • Multi-species lure catches walleyes, crappie, basss, trout, perch and more
  • Four new color patterns for increased versatility: Bubblegum Tiger, Wonderbread, Purple Wonder and Sneeze
  • New patterns based on proven Rumble Series success
  • Extremely durable soft-plastic body with paddle tail for thumping action
  • Mustad® Needle-Point hook and 3-D molded eyes
  • “Stand-Up” jig head allows jigging, trolling or use as a swimbait
  • Available in all five Mimic Minnow Shad sizes: 1/32-oz., 1/16-oz., 1/8-oz., ¼-oz. and 3/8-oz.

Available Spring 2022.



ABOUT Northland® Fishing Tackle

In 1975, a young Northwoods fishing guide named John Peterson started pouring jigs and tying tackle for his clients in a small remote cabin in northern Minnesota. The lures were innovative, made with high quality components, and most importantly, were catching fish when no other baits were working! Word spread like wildfire, the phone started ringing… and the Northland Fishing Tackle® brand was in hot demand! For 40 years now, John and the Northland® team have been designing, testing and perfecting an exclusive line of products that catch fish like no other brand on the market today. Manufactured in the heart of Minnesota’s finest fishing waters, Northland® is one of the country’s leading producers of premium quality jigs, live bait rigs, spinnerbaits and spoons for crappies, bluegills, perch, walleyes, bass, trout, northern pike and muskies.

ABOUT Bagley Bait Company

The personality of any company comes from its founder. Jim Bagley was an inventive, fun-loving, passionate fisherman who became one the most respected legends in the fishing tackle industry. In late 2010, Jarmo Rapala and a group of investors bought Bagley Bait Company. As an admirer of Jim Bagley for his attention to quality and of his product ingenuity and innovation, Jarmo initiated significant changes in operations, enhanced production processes and quality control. Now in 2020, Northland® Fishing Tackle, along with Jarmo as its Chief Lure Designer, maintain the legacy of creating premium balsa crankbaits and topwater lures, as well as jigs and spoons for both freshwater and saltwater anglers.


Noel Vick

Traditions Media

(612) 708-7339

Jim Edlund

Traditions Media

(612) 481-7396

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