NEWS 10 Years of


It’s been a whole 10 years since Kiddy unveiled the fi rst Sidewinder Lure. T&G takes a look at a decade of British success


It’s 10 years since Sidewinder


Lures exploded onto the UK sea angling scene with a revolutionary new design that would forever change the modern lure market at home and abroad .


Kiddy Wholesale Ltd, the parent company of sidewinder lures, was established in 1955 and is still a


wholly family owned business based in the South West of England. With over 50 years of experience in the British sea fishing tackle market the company was ideally placed to take advantage of the increase in the popularity of lure fishing and after years of testing and research the ‘Sidewinder’ brand was born.


The original Sidewinder Sandeel, marketed under the headline ‘Better Than Bait’ has remained a firm favourite with both the angling public and the commercial rod and line sector, with colours such as the now famous ‘Rhubarb and Custard’ and the ‘Bloodhead’ achieving ‘cult lure’ status.


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