Currently, poultry farming industry is conducting research aimed at increasing the nutritive and biological value of broiler meat by feeding biologically active preparations. The aim of the research was to study the effectiveness of using the probiotic Bifidum SKhZh, vitamin E and sodium selenite in diets with surplus amount of salts of heavy metals to increase meat productivity and consumer appeal of broiler meat. In the course of research, it was found that to increase meat productivity, nutritional value and environmental safety of meat in the conditions of the technogenic zone of Republic of North Ossetia–Alania, it is advisable to jointly include the probiotic Bifidum SKhZh in the diet of broiler chickens with excessive levels of salts of heavy metals at the rate of 5 doses per 200 birds, sodium selenite preparations at a dose of 0.2 mg/kg of feed and vitamin E at a dose of 25 thousand MU/t of feed. The obtained data can be used as a new effective zootechnic method for increasing meat productivity and consumer appeal of bird meat in case of violation of the broiler nutrition ecology.