In this experimental work the rheological behavior of umbu pulp has been studied by shear flow (pseudoplasticity, apparent viscosity) and in oscillatory mode (dynamic modules) in the linear domain of viscoelasticity. The studies were carried out with the use of a controlled stress Rheometer Haake RS 100, at different soluble solid concentrations (10, 15, 20 and 25 °Brix), measured at 30 °C. Tests in steady shear were conducted over a shear rate range of 0.1 - 300 s-1 and oscillatory measurements over a frequency range of 0.01 - 100 Hz. The results indicated that umbu pulp behaves as a non-Newtonian fluid, with pseudoplastic characteristics and yield stress appearance and exhibits tixotropic properties. Rheograms were fitted to the Herschel-Bulkey model. From the dynamic test the umbu pulp showed storage modulus (G') values that were always higher than loss modulus (G"), indicating weak gel-like behavior. Storage and loss modulus increased with increase in the concentration.