ABSTRACTShear rate‐shear stress data on about fifty tomato concentrates were employed to study the applicability of three flow models: Herschel‐Bulkley (H‐B), Mizrahi‐Berk (M‐B), and Vocadlo. The magnitudes of the three parameters of each model were determined by means of nonlinear regression analysis. The H‐B and M‐B models described very well the flow data. The logarithm of the apparent yield stress values predicted by each model and total solids of the concentrates were related by a quadratic equation. The magnitudes of the flow behavior index of each model did not change significantly over the total solids range studied: 6–36%. The consistency index of the Vocadlo and H‐B model, and the concentration of the tomato concentrates were related by a power relationship. Over the temperature range 15–55°C, the flow behavior index of each model did not change significantly. The yield stress decreased with increase in temperature reaching a nearly constant value at 55°C. The consistency index of each model and temperature could be correlated by t