We study the rheology of the digestive fluid secreted by the carnivorous pitcher plants Nepenthes rafflesiana and its role in the mechanism of insects trapping. Using a combination of physical measurements (surface tension, wetting properties, extensional and shear rheometry), insects bioessays and high‐speed video, we show that the digestive fluid of Nepenthes rafflesiana is a highly viscoelastic fluid and that this property is crucial for the retention of insect in its trap. Trapping efficiency is shown to remain strong even when the fluid is highly diluted by water, as long as the elastic relaxation time of the fluid is higher than the typical time scale of insect movements (large Deborah numbers).