Berkley's Gulp! Alive series of baits come in a hard plastic container floating in a generous amount of what many anglers call "Gulp Juice ", or what Berkley has referred to as their "Magic Gravy". This fluid has a specially formulated scent that is absorbed by the baits and then dispersed throughout the water to attract fish. The resealable containers allow you to recharge your baits after long periods of use to increase their effectiveness. Berkley Gulp! products have been proven to be effective for a wide variety of species up and down the coast, but are particularly favored by Northeastern anglers who target flounder and black sea bass.