Popular Wisconsin-Based Ice Fishing Brand Announces ‘New Era’, New Product Categories

As the 2025-2026 ice fishing season draws nearer, a well-known and trusted brand in hardwater gear is launching into what they are calling a "new era".

If you own or have been around ice fishing gear over the years, you're probably familiar with the brand Jiffy. The brand is headquartered in Cumberland, Wisconsin, and has been around since 1950.

In those 75 years, Jiffy has become one of the trusted brands in ice augers that a lot of anglers have used to pop holes in the ice for their ice fishing outings. This winter, they're going way beyond that legacy with some new products in other categories in the ice fishing gear space.

In a video shared on their official Facebook page at the end of October, the company announced its new "Basecamp" line, which is a series of ice fishing shelters and accessories.

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In that video (below), the company is calling these new ice fishing shelters "revolutionary", highlighting what they say are "truly the toughest shelters" designed to better handle "the gnarliness that winter can provide" better than others on the market.

These shelters are designed not only to withstand the snow, cold, and wind of brutal winter conditions on the ice, but also are engineered with the concepts in mind to support ice camping. They say this will allow anglers to spend longer periods of time in comfort on the ice without needing a hard-sided/wheeled shelter, which can cost substantially more.

The new line of ice shelters includes two Basecamp models and a series of accessories to customize your setup.

The two Basecamp models are made from insulated ripstop fabric with a waterproof cover and design elements built in to support gear storage, ports for heating accessories and ventilation, and available accessories like floor tiling, lighting, and other items you can add on.

The 94-square-foot "Basecamp 660" retails for $999.99, and the larger "Basecamp 980" offers 122 square feet of space for $1,099.99.

There are add-on "Vestibules" that you can buy to add additional space, designed to zip onto the Basecamp shelters for storage, cooking, or other uses. There is also another attachment called the "Sled Shed" that can attach to your Basecamp shelter for getting things out of the elements.

Here's a look at one of them in action:

The idea of hub-style ice camping continues to grow in popularity, so for Jiffy to jump on board with the trend ahead of the new ice fishing season makes sense. Some might even argue they're surprised it has taken this long for Jiffy to diversify, with other ice brands offering full ice fishing solutions that span from augers to shelters, clothing, and accessories.

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The expected availability date listed on the Jiffy website for these new shelters is November 28, 2025.