An artificial surface active soft plastic lure (16) includes emulsifiers so that the plastic lure (16) reacts in the presence of water and loses a measurable portion of its mass. Fish attractants and stimulants (12) are added to the surface active soft plastic lure (16) so that as the lure (16) reacts, fish attractants and stimulants (12) are actually released into the water for sensing by fish. The emulsifiers are selected from a group of chemicals including nonionic, amphoteric, alkanolamide, sorbitan monooleates, fatty acids, sulfonates, fatty esters, phosphate esters, amines, anionic, cationic, monostearates, sorbitan tristearates, and sorbitan trioleates. Preferred fish attractants include dehydrated protein and amino acids, in particular amino acids which are water soluble and alkaline or neutral substances having a pH of approximately 7-8. In the preferred embodiments, the amino acids are selected from a group including betaine, glycine, glutamic acid, proline, taurine and valine.