Dodol is a popular traditional food that has great potential to be commercialized. The physico-chemical characterization of dodols such as proximate analysis, pH, moisture content, protein, fat, carbohydrate, ash and fibre contents are investigated. The rheological characterization of dodols were modelled by several models such Bingham, Power Law and Casson models. Regression analysis shows good agreements for all three models applied in this study. Dodol exhibits pseudoplastic behaviour under the conditions tested, as indicated by flow behaviour indices (n) ranging from 0.2 to 0.8 and is further confirmed with the data of decreasing apparent viscosity with increasing shear rate, indicating strong shear-thinning behaviour. (c) 2006 Elsevier Ltd. All rights reserved.