Now the decision-making in ecosystem of Russian bakery business is seriously challenged by increasing uncertainty and changes in consumer preferences. These trends have been significantly accelerated at the time of COVID-19 pandemic and subsequent inflation, logistic problems, shortage of working power and changing demand. Now designing management strategies to comply these trends became a challenge for bakery businesses. The aim of the article is to discuss as ecosystem of bakery business is changing to comply the new trends embedding the digital technologies as the central point. The authors have used as well desk research methods as mathematical statistics, domestic and foreign data. Development of better-for-you assortment policies will enable to keep up production in line with new institutional values of various consumer groups by creating bakery goods with desired properties consisting of various cereals and other plants and resilient on popular diets and a new trend to immunity for health support. The application of modern digital technologies will provide opportunities not only to build smart production and logistics but also the base for interaction of all market stakeholders in the ecosystem, including online communications with final consumers and resource outsourcing from the environment. As a result, the business will become part of an innovative ecosystem leveraging permanent adjusting to ever-changing demand trends. Basing on scientific knowledge promotion of bakery products and the technological process of bread-baking as natural, healthy, sustainable, shall opposite to negative myths about its non-health character.