The problem of correcting nutrition is topical in these days. The basic principles of solving this problem have been formulated in “Basic principles of State Policy of the Russian Federation in the field of Healthy Nutrition for the Period up to 2020”. These principles include a set of measures aimed at creating conditions for satisfaction of needs of different population groups for healthy nutrition, taking into account their traditions, habits and economic conditions. The paper considers the technological basics for production of brand new products meeting not only physiological needs of the human body for nutrients and energy, but also performing preventive and remedial functions. Also, the authors suggest measures to change a food pattern and create brand new technologies of food products that meet body needs. To minimize losses when introducing a new product into the market you should realize economic and social feasibility of the development and implementation of new functional products. Thus, it is necessary to analyze real-life possibilities of the raw materials base and production resources of local businesses. The article analyzes the state of bread baking industry in the Sverdlovsk region. It’s revealed that the bread baking industry needs innovation, which will enable bakers to increase the level of competitiveness, profitability, production capacity and sales volumes, but also to provide the population of the Sverdlovsk region with functional food in order to reduce the negative impact of environmental factors and health promotion in general.