In the same family as laundry bluing, our concentrate is more powerful than the grocery store products. And it contains no floral scents. Bait Brite has a chemical reaction with the scales on your baits and puts a shine on them like they were just polished. Works great on fresh bait and if you"re forced to use older, brownish baits, a few hours soak in Brine n Bite and Bait Brite and your herring will look like they"ve just been netted.