The rheological properties of orange juice were studied by means of the response surface methodology (RSM). The influence of both fiber concentration (0-12.5% [w/w]) and temperature (0-40C) on the parameters of the Herschel-Bulkley model were evaluated using a composed central rotatable design. The flow behavior of the juice at 20C changed due to the addition of fiber, from Newtonian to pseudoplastic when this content exceeded 2.5% (w/w) and from this to Herschel-Bulkley when contained fiber exceeded 9% (w/w). The increase in fiber content resulted in a progressive increase in the consistency index (k) and a decrease in the flow behavior index (n), both of which were well fitted by polynomial models (R2>0.95). Practical Applications: Response surface methodology allows obtaining one single equation for each response variable (even with better predictive results) instead of several equations by using the traditional way.