ABSTRACTThe main goal of the physicochemical approach is to understand the flow mechanism in fluid fruit products and to control as well as “synthesize” a desired consistency. Three methods have been employed in an attempt to correlate the rheological parameters of the product with the physicochemical properties of its components.The first method uses flow and physicochemical data, obtained from samples where a single factor is varied at a time, to derive an empirical correlation. This correlation is subsequently verified on commercial samples before putting it into practical use.The second method is based on an analogy between a well analysed experimental model and a closely related commercial product.The third method is based on a theoretical model. Since to‐date there are no specific models for fluid fruit products, use was made of a modification of Casson's equation which yielded satisfactory results for orange juice concen