The increasing trade of ready‐to‐eat foods such as cookies highlights an interest in quality defects during baking. Heat (h and thermal diffusivity) and mass (mass transfer and diffusion coefficients) transfer parameters are significant parameters affecting the quality changes. Therefore, it is important to determine these parameters for modeling and process optimization studies. Among these, the h is important, revealing the relationship between the heating medium and product surface. As baking involves a simultaneous heat and mass transfer involving moisture diffusion and heat conduction inside and convective heat and mass transfer outside, a lumped system method may not be an accurate choice to determine the h value. Changes in the product volume and contact heating from bottom of the product also bring extra challenges to the determination of h. Therefore, the objective of this study was to use realistic approaches including simultaneous heat and mass transfer to determine the changes in h. The heffvalues for the bottom and top surface of the cookies were then determined, applying a numerical procedure where the surface temperature changes were the boundary conditions with evaporation on the surface. The hband ht values increased with baking temperature and varied with baking time. The results of this study showed that evaporative mass flux for the top surface, heat flux for the bottom surface and the product's volume changes were significant in the variation of h values.