Introduction. In order to improve the consumer properties of bakery products made using accelerated technologies, a study was conducted on the possibility of using a directional baking improver "Freshness +". Materials and methods The consumer properties of the bakery product "Freshness" (from premium wheat flour, yeast, salt, margarine, white sugar) were investigated in the work. The technological process was carried out with the duration of the dough keeping - 20 min and the use of the "Freshness +" improver, which was dosed in the amount of 2.0% by weight of flour. The quality of the finished products was evaluated by physicochemical and organoleptic parameters. Results and discussion The use of improver in amount of 2.0% by weight of flour increases the specific volume of products by 11%, improves form resistance, porosity and reduces the fermentation time by three times, namely up to 20 minutes. This is due to the use of amylolytic enzyme improver in the composition, which contributes to the increase of gas-forming and sugar-forming capacity. Product with improver preserves freshness, as evidenced by an increase in total crumb deformation by 26.0%, a smaller subcutaneous layer and fewer air layers in the baking bundle for 72 hours without packaging. There is more accumulation of dextrins and bisulfite binders in the products when using the improver, which indicates the inhibition of the staling processes of the products and improvement of consumer properties. This is due to the fact that there are moisture-retaining additives in the products, namely maltodextrin and p gelatinized starch, which retain osmotic and adsorption-bound moisture during storage. Maltodextrin is also a water-soluble hydrocolloid that increases moisture retention and forms a three-dimensional network that inhibits the interaction of gluten and starch, resulting in retrograde of starch. Conclusions. The use of the improver slows down the starch retrograde due to the formation of coagulated proteins from its constituents with flour during baking, in the middle of which there are swollen, often gelatinized starch grains, and increasing the amount of dextrose.