Abstract: The invention relates to a baked product which is adapted before during and/or after baking to have one or more images on at least one surface thereof. The image can be applied to an external surface or a surface of a portion of the baked product which is formed, typically by cutting. The portions can be reformatted into the baked product shape and packaged as a retail item after the one or more images have been applied thereto and the images are only exposed when the portions are subsequently removed for consumption. The substance used to form the image can be applied using contactless application apparatus.