NEW Berkley Gulp! Alive! is the next generation in Gulp! technology. Now your favorite baits come floating in the ‘Magic Gravy’ in a sealable jar, enabling you to recharge your baits by putting them back into the jar for the next use. The new Gulp! Alive! baits absorb 20% more Gulp! scent and attractant which, you guessed it, makes them at least 20% MORE EFFECTIVE than the 1st generation baits.