Moisture migration largely impacts cake crumb firmness during storage at ambient temperature. To study the importance of phenomena other than crumb to crust moisture migration and to exclude moisture and temperature gradients during baking, crustless cakes were baked using an electrical resistance oven (ERO). Cake crumb firming was evaluated by texture analysis. First, ERO cakes with properties similar to those baked conventionally were produced. Cake batter moisture content (MC) was adjusted to ensure complete starch gelatinisation in the baking process. In cakes baked conventionally, most of the increase in crumb firmness during storage was caused by moisture migration. Proton nuclear magnetic resonance ((1)H NMR) showed that the population containing protons of crystalline starch grew during cake storage. These and differential scanning calorimetry (DSC) data pointed to only limited amylopectin retrogradation. The limited increase in amylopectin retrogradation during cake storage cannot solely account for the significant firming of ERO cakes and, hence, other phenomena are involved in cake firming.