Abstract: A fish food composition and a process for using the composition are provided for enhancing the color of fish. The fish food composition is a combination of conventional fish food with pigmenting agents and limited amounts of the hormone testosterone. The process includes raising newborn fish on conventional fish food for five to eight weeks, and then continuously feeding the subject composition to fish for eight weeks to obtain peak coloration. The feeding of the new composition is continued for as long as color enhancement is desired.