In this study we investigated the mechanisms involved in the reinforcement of the protein matrix by oat fiber particles in a model imitation cheese made with canola oil instead of milk fat by performing dynamic rheological tests. With the addition of oat fiber particles at 5% volume fraction to the canola oil made cheese, the hardness of the cheese increased due to the increase in rigid fillers in the matrix. Oat fiber particles also acted as "breakers" in the matrix (like solid milk fat), that allowed for yielding at lower strain values, which can be correlated with less rubbery properties of the cheese. The possible interactions between oat fiber and canola oil resulted in a similar melting behavior of the cheese made with canola oil to that of cheese made with milk fat. These results indicate that the addition of oat fiber particles to canola oil made cheese results in similar rheological behavior with that of milk fat, which in turn, results in similar perceivable macro-properties such as similar level of firmness and melting behavior. (C) 2018 Elsevier Ltd. All rights reserved.