What are the opening hours?

Monday 8am - 5pm Tuesday 9am - 4pm Wednesday 9am - 4pm Thursday 9am - 4pm Friday 9am - 4pm

Creme Lure Co., 5401 Kent Drive, Tyler, TX (2026)

08/15/2026

Tired of this heat? Stay cooler in our shirts. https://cremelure.com/Creme-Gear-Apparel_c_58.html

08/14/2026

We were the first. Thank all of you that have supported since 1949.

08/11/2026

The original Creme worm still outfishes a lot of modern stuff for the same reason it did in 1949 - it was designed to fool fish, not fishermen.
Nick Creme was mixing vinyl in that Akron basement trying to make something that moved like a real worm in the water. What he landed on was stupid soft, super supple, and had that slow, subtle tail quiver. Modern soft plastics are often loaded up - heavy salt, thick plastic for durability, crazy appendages, strong scents. They look great in the package and in a tank demo.
The Scoundrel does the opposite. The old formula is light and buoyant for a worm, so on a light Texas rig or a simple weedless hook it falls slow and keeps moving with just a twitch of the line. Bass in pressured tournament water have seen every creature bait and ribbontail flip. That natural, low-action wiggle is something they haven't learned to ignore.
Three things keep it winning:
First, action over flash. The Scoundrel and the Little Fishie don't have a lot of water displacement, so they excel when bass want finesse - cold front, post-front, highly pressured lakes, sight fishing. It looks alive without trying too hard.
Second, that original softness. It collapses in a bass's mouth, so they hold it longer. You get an extra half second to set the hook, which is everything in a tournament.
Third, versatility. Guys are still winning on the simplest rigs - weightless wacky, Carolina rig, even nose-hooked on a dropshot. You don't need a 2-ounce weight to make it work, so you can fish it dead slow over grass and stumps where modern bulkier baits hang up or look unnatural.
It's not that new baits are bad - they aren't. It's that in a lake where every bass has been flipped at with a big beaver-style bait, that skinny, 6-inch 1949 worm looks like the easiest, most natural meal in the lake. And 77 years later, bass still haven't figured it out.