In this study, effective heat (heat transfer coefficient) and mass transfer (mass transfer coefficient and moisture diffusivity) parameters were determined during frying of potato slices (8.5 x 8.5 x 70 mm) in sunflower oil at 150, 170 and 190 degrees C. These parameters were evaluated from the plots of dimensionless temperature and concentration ratios against time. Heat transfer coefficient was found to decrease with increasing oil temperature. Mass transfer coefficient increased linearly, whereas moisture diffusivity increased exponentially with an increase in frying temperature. An Arrhenius type of relationship was found between the frying temperature and the effective moisture diffusivity. (c) 2006 Elsevier Ltd. All rights reserved.