The quality of baked products is the complex, multidimensional result of a recipe, and a controlled heating process to produce the desired final properties such as taste, colour, shape, structure and density. The process of baking a sponge cake in a convective oven at different air temperatures (160-180-220 °C) leading to the same loss of mass was considered in this study. A special mould was used which allowed unidirectional heat transfer in the batter. Instrumentation was developed specifically for online measurement of weight loss, height variation and transient temperature profile and pressure in the product. This method was based on measuring heat fluxes (commercial sensors) to account for differences in product expansion and colour. In addition, measurement of height with a camera was coupled to the product mass to calculate changes in density over time. Finally, combining this information with more traditional measurements gave a better understanding of heat and mass transfer phenomena occurring during baking.