The rheological behavior of Brazilian Cherry (Eugenia uniflora L.) pulp in the range of temperatures used for pasteurization (83 to 97 °C) was studied. The results indicated that Brazilian Cherry pulp presented pseudoplastic behavior, and the Herschel-Bulkley model was considered more adequate to represent the rheological behavior of this pulp in the range of temperatures studied. The fluid behavior index (n) varied in the range from 0.448 to 0.627. The effect of temperature on the apparent viscosity was described by an equation analogous to Arrhenius equation, and a decrease in apparent viscosity with an increase in temperature was observed.