The objective of this study was to determine the reduction of 4(5)-methylimidazole (4-MI) under various baking conditions. For 4-MI analysis, an analytical method using gas chromatography-mass spectrometry was developed. The developed method was validated with linearity (r2 > 0.999), recovery (101% to 103%, 3 levels), and precision (1.5% to 4.3%, 3 levels). Limits of detection and quantification were 18.5 and 56.0 μg/kg, respectively. This method was used to monitor the level of 4-MI in 11 commercial cookies, which ranged from 71.5 to 1254.8 μg/kg. Time and temperature were modified in the cookie model system to reduce 4-MI. The largest reduction in 4-MI (56%) was achieved by baking at 140 °C for 8 min; however the cookies baked at this condition were not well accepted by consumers. With combination of consumer liking test result, baking cookies at 140 °C for 16 min is optimal for 4-MI reduction (28% reduction), while it has minimal impact on consumer acceptance. A strong correlation (r2 = 0.9981) was found between caramel colorant and 4-MI in the cookie model system. CONCLUSIONS A consumer awareness toward toxicity of 4-MI has been arising, and method to reduce the levels of 4-MI in food products are being developed in many studies. Yet, these reduction studies in food model systems only focused on use of food additives for 4-MI reduction. Current study investigated the use of process modification on 4-MI reduction in cookie, and suggested that baking cookies longer at lower temperature, in turn, reduces the levels of 4-MI in cookies without compromising consumer acceptance. Finding from current study can practically aid bakery industry to ensure safety of bakery products without affecting consumer likings.