He might just not be used to his environment, it's pretty good to let new fish get used the new home before feeding them. As in, keeping the light off the first day and not feed them for a day or two.
It also depends pretty much on what kind of food the fish is used to from the start, if it was floating food he should realize that food can be found by the surface
But just feed him a little at a time and see if he will notice and eat it at all (: He should get used to it sooner or later. If not, you could always soak the pellets before feeding so they will sink a bit at the start, so he'll see where the food comes from d: