The research represents an overview of the use of non-conventional raw materials in the food industry, as a means used for cost-cutting the final product and ensuring food’s functional properties. The use of dietary fibers in functional food products has been considered. Relevance of using wheat fibers in functional food products has been substantiated. The article contains data on the chemical composition of bran, on the study of adsorption properties of wheat bran, namely the absorption of water and vegetable oil. Conclusions have been made about the wheat bran’s ability to absorb water-soluble toxins and fat-containing substances from traditional raw materials and about the efficiency of using wheat bran for ensuring functional properties of cupcakes. The article presents the research on non-conventional use of spring wheat bran. Consumer quality of traditional cupcakes made with the use of bran have been investigated.