This work aimed to study the impact of air jet impingement and microwave combined (JIM) technology to produce full-fat (FF) and reduced-fat (RF) muffins, compared to conventional oven (CO). Batters and muffins were physicochemically (rheology, height, weight loss, moisture content, colour (crumb, crust), texture and visual analysis) and sensorially characterised. Results showed that JIM technology can produce muffins with similar heights to those of CO, even after reducing fat. Regarding the toasting level, the application of different JIM processes allows to control the toasting level in FF and RF samples, which is also perceived by the trained panel. JIM RF muffins were also more humid and elastic. However, JIM is not able to improve the oil taste or the velvety perception of RF muffins. According to these results, JIM stands as a promising technology to obtain high quality FF and RF muffins while saving time and avoiding the use of fat substitutes.