This invention relates to a new pigment in feed for salmonids, a new feed comprising this pigment and use of this pigment. The pigment comprises a diester of predominantly (3R,3'R)-astaxanthin, cantaxanthin or other carotenoids that can be used for pigmentation of salmonids prepared with an omega-3 fatty acid and/or a shortchain corboxylic acid. By this invention a pigment for feed to salmonids that is more or as stable as, and biologically more effective than free astaxanthin and previously known diesters of astaxanthin and commercially available astaxanthin and cantaxanthin products, is provided. The said diesters are also useful for enhancing the growth of farmed fish, as a growth-enhancing agent in feed for farmed fish, as an appetizer in feed for fish as well as for increasing the utilization of the feed for farmed fish, and foroptimising health and well-being of farmed fish.