A method and apparatus for continuous manufacture of viscous food products such as process cheese-type products wherein a formulation is continuously pumped through a processing chamber comprising an elongated tube or housing having. a rotor which shears the formulation as it travels longitudinally through the tube while imparting little or no axial motion to the formulation as a result of contact with the rotor. The temperature of the formulation as it enters the processing chamber may be in the range of about 150.degree. F. to about 250.degree. F., and the residence time of the formulation may be between about 30 seconds and about 8 minutes. The formulation may be subjected to shear of between 10 and 1,000 sec.sup.-1 with an absolute viscosity .mu. of between about 20 and 50 poise, while the rotor is operated at a rotational velocity of between about 10 rpm and 800 rpm.