Krome, The stuff is called "Berkley Turbo Dough" and comes in weird colors like "Bubblegum, Pink Lemonade, Blue Neon and Blue Mango." Here in San Diego,CA it goes for $4.99 a bottle and like you said it's supposed to be 42% stronger than the regular power bait. I had heard rumors for years that Berkley had diluted or thinned the strength of their power bait and for all we know this could just be the reintroduction of the original stuff. Either way I guess it's worth a shot to try at least one bottle. Tight lines,Marty B.