Disclosed herein is a multi-sensory fish attractant. The attractant comprises an effervescent component that generates gas by a chemical reaction on contact with water, a glitter component, and further a binding component, such that the effervescent component and glitter components are combined in a mixture and maintained as a single mass until dissolved in water. The disclosed attractant is particularly devoid of any berley, chum, live or prepared bait components. Preferably the attractant is not directly attached to a fishing line or tackle. The glitter component is generally released with the effervescent component when the mixture is dissolved, creating an “attractant zone” to lure fish within proximity of an angler's hooked lure or bait.
