in fruit products due to HPH, especially regarding their rheological properties. The present work evaluated the effect of HPH (up to 150 MPa) on the viscoelastic properties of tomato juice. HPH increased the tomato juice storage (G′) and loss (G″) moduli. The parameters G′ and G″ were modelled as a power function of the oscillatory frequency (ω), and then evaluated as a function of homogenization pressure. It was observed that HPH processing improved tomato juice consistency more than it modified its nature/behaviour. The changes observed in the viscoelastic properties were attributed to disruption of the suspended particles during processing. Moreover, two modified Cox–Merz rules were used to correlate the products steady-state shear properties with viscoelasticity. The results obtained indicated that this process could be used to improve both product elastic and viscous behaviour, highlighting possible applications of the HPH process as a valuable tool to promote physical property changes in food products.