PRACTICAL APPLICATIONS: In general, juice concentrate is a better form of food for transportation, preservation, and ingredient. Models are necessary to predict the effects of processing factors such as concentration and temperature on the rheological behavior of juice concentrates. The modeling approach allows prediction of behaviors and determination of processing parameters. The master curve model introduced in this study simplifies and generalized rheological behavior of juice concentrates over a wide range of concentration when temperature factor is insignificant. The proposed new mathematical model from the combination of the Arrhenius and logistic sigmoidal growth models has improved and extended description of rheological properties of fruit juice concentrates. It also solved problems of negative values of consistency coefficient and flow behavior index prediction using existing model, the Arrhenius equation. These rheological data modeling provide good information for the juice processing and equipment manufacturing needs.