About Us

A solid family based business with customer care second to none!

Due to being in the bait industry for well over thirty years, my family has built up many solid friendships with customers and will always try to help out and give advice wherever possible. We pride ourselves on customer care and if you are looking for an efficient, enthusiastic and friendly group of people to work with, you've certainly come to the right place.

Unlike so many other companies nowadays, we have absolutely 100% total control over the quality of our products. This due to the fact that we store all of our own raw materials on site and our recipes and formulations are manufactured using a vast array of these ingredients to formulate the end product. In other words, we DO NOT purchase our baits from elsewhere and sell them under a different guise! Ring any bells?

The engine room of the business is operated by myself (when not fishing!) and my wife Debbie, who operates the phone lines and who many of you will know from regular 'phone chats'. Our son, Lee, is the bait production manager and apart from being a keen angler himself for well over twenty years, his enthusiasm and meticulous attention to detail when it comes to making boilies is legendary! I can personally guarantee that EVERY single batch of bait is identical to the last and he would never have it any other way!

Our daughter Kelly is also an important and integral part of the Essential team and ensures that all your goods are carefully measured, wrapped and dispatched in a professional and efficient manor. Debbie's sister, Kim, is another important figure within the business and apart from assisting Lee in the manufacturing department, she is also in charge of deliveries, accounts and phone duties.

We are all here, as we have been for well over 30 years, to try and make your purchases as seamless as possible and to provide you with the best quality products available. We look forward to speaking with you in due course.

Mike Willmott

 

Mike with the iconic Black Mirror.

Lee catches plenty when not making bait!

Debbie, Kelly and Kim - girl power!

 

Why Choose Essential?

This is one of the key questions we get asked time and time again, but to be honest, there isn't one simple answer. It would be a combination of different facets ranging from a huge amount of experience right the way through to the quality and longevity of our products coupled with the customer care that you would expect from a long standing family-based business. Respect is an often over used word these days, but you don't last 33-years in this trade without it.

Essential Baits have stood the test of time when so many bait companies have come and gone. Over the years we have worked tirelessly to produce what we believe to be the most effective range of baits available and we will never stop striving to achieve a level of excellence that our customers deserve. The brand name is synonymous with quality and we will never compromise this for quantity. We are Essential, we are innovators not imitators, we are passionate and we will always do our best for you, that's our promise... 

 


Bag 'n' Stick Mixes

Team Essential member Wayne Lindsey with one of two 40lb+ commons caught within a week by increasing attraction levels in his baited area.

Since the publication of numerous articles on PVA stick mix presentations, the use of dedicated mixes to facilitate for this style of fishing have become very popular indeed. The main principle behind this type of presentation is being able to place your hook bait smack bang in the middle of a concentrated parcel of food.

In many ways, it's the perfect way to achieve absolute pin point bait presentation around your baited rig, and there are times when it can be an absolutely deadly method. This type of presentation can often lead to an extra bite or two when perhaps single hook baits or stringers fail to achieve the desired results. The extra attraction of tiny particles breaking down around your hook bait will send out a cloud of food that will not only provide a bigger visual target for the fish to see, but will also send out effective food signals into the surrounding water.