DICE Brand Concept

Dice is a salt water focussed lure company which emanated from the renowned Jackall Bros. After the incredible interest created around the Jackall Bros’ fresh water lures, which also happened to have outstanding results in the salt, Jackall Bros decided to invest a significant amount of time, resource and money in to a committed salt water lure company, dedicated to predatory fish. Dice was born…

Seiji Kato is the owner and chief designer of Dice lures. Mr Kato is also the creative genius behind world famous lures such as the Lucky Craft Sammy, Lucky Craft Pointer, Daiwa TD Minnow, Daiwa Shoreline Shiner and the FLT Zillva, to name but a few. He has enjoyed many years testing and fishing with his own plugs in the hunt for the great Suzuki (sea bass) that live in the south of Japan. The infinite creativity of Mr Kato aided by the famous Dice prostaff (the calibre of Masahiro Yamamoto) realised the brand's ambitions, which in Japan has achieved rapid success across the entire range of lures. Their products are always effective and never mundane thanks to the internal weight shifting which is designed to the nearest micron, created especially for salt water fish, high end design software with the latest three dimensional resources and as always with Mr Kato, a very long testing process. We are confident that these products will soon be very popular across Europe, creating a new benchmark for the world of predatory sea fishing.