Better Fishing Box

What's in the box: A selection of branded artificial lures, such as hardbaits and soft baits, chosen to match the current fishing season.

Better Fishing Box is a German monthly subscription for lure anglers, aimed mainly at fishing for predatory species. Each month a small team of anglers (the site names Maxi, Joshi and Victor) picks artificial lures suited to the current season, and the box ships to your door. The site lists brands such as Hart, Zeck, Bait Breath, LiveTarget, YAD and NS Black Hole, so the contents lean toward recognised names rather than generic filler. There are several sizes. The XL box is listed at €29.99 per month with a stated minimum retail value of €50, and the XXL at €39.99 with a stated minimum of €70. A smaller L tier was shown as sold out. Shipping costs extra. The company says it has sent more than 200,000 boxes, which suggests an established operation. That figure and the value claims come from the seller, and the values are based on recommended retail prices, not typical street prices. The review counts on the page are also inconsistent. Alongside the subscription it sells one-off seasonal products, including advent calendars and a gift box, which are not subscriptions. The main appeal is discovery and convenience. The main risk is that you do not choose the contents, so some lures may not suit your waters, target species or tackle.