For the configuration optimization of plate heat exchangers (PHEs), the mathematical models for heat transfer and pressure drop must be valid for a wide range of operational conditions of all configurations of the exchanger or the design results may be compromised. In this investigation, the thermal model of a PHE is adjusted to fit experimental data obtained from non-Newtonian heat transfer for eight different configurations, using carboxymethylcellulose solutions (CMC) as test fluid. Although it is possible to successfully adjust the model parameters, Newtonian and non-Newtonian heat transfer cannot be represented by a single generalized correlation. In addition, the specific heat, thermal conductivity and power-law rheological parameters of CMC solutions were correlated with temperature, over a range compatible with a continuous pasteurization process.