Furan, a potential carcinogen, has been detected in highly consumed starchy foods, such as bread and snacks; however, research on furan generation in these food matrixes has not been undertaken, thus far. The present study explored the effect of ascorbic acid addition and cooking methods (frying and baking) over furan occurrence and its relation with the non-enzymatic browning in a wheat flour starchy food model system. Results showed that furan generation significantly increased in the presence of ascorbic acid after 7 min of heating (p < 0.05). The strongest effect was observed for baked products. Additionally, the furan content in fried products increased with the increase of the oil uptake levels. As for Maillard reactions, in general, the furan level in all samples linearly correlated with their degree of non-enzymatic browning, represented by L* and a* color parameters (e.g., wheat flour baked samples showed a R(2) of 0.88 and 0.87 for L* and a*, respectively), when the sample moisture content decreased during heating.