The knowledge of fluid food rheological properties plays an important role in process engineering. Unfortunately, characterization of non-Newtonian fluids requires a notable effort in terms of time and resources. As a consequence, the aim of this research was to set up an method, based on the combination of the inversion of a simple finite element model and a laboratory measurement, carried on with a simplified tool. Although the method has a more general applicability, for illustrative purpose, it is here mainly shown with reference to power-law rheological model and two different materials (tara gum mixture and dough of water and flour). To measure the rheological parameters, the square of distance between simulated and experimental data was considered as an objective function, and some well-known optimization algorithms were tested. In order to verify the feasibility of the method, the experimental rheological characterization of the considered materials were carried out using a rotational rheometer. The calculated rheological parameter values were comparable with those obtained by traditional procedure (mean percentage error 6.47 +/- 5.57). The most efficient optimization algorithm, in terms of iterations number, computational speed and minimum of the objective function, was the Levenberg-Marquardt one, but even other tested algorithms drove to similar final results (maximum difference of 18% between the optimized k and n values). The results demonstrated also that the precision of the calculated rheological parameters does not depend on the initial parameter values. In the light of the obtained results, the method could represent a feasible technique and well suited for various rheological models and viscosity range of food materials. Moreover, the method could be susceptible to some development by an industrial point of view being possible to hypothesize the development of an integrated automatic instrument, equipped with finite element software, useful both for laboratory and industrial purposes. (C) 2015 Elsevier Ltd. All rights reserved.