The competitiveness of various economic entities is an actual topic of economic research. For agro-industrial enterprises, innovation in the field of industrial technologies is an important condition for competitiveness. Practical interest in the development and implementation of innovative products is the creation of reserves for the renewal and further development of the reproductive process. From this point of view, it is necessary to assess the feasibility of introducing proposed technological innovations, based, inter alia, on the use of the SWOT analysis method and the investment evaluation of the competitiveness of project solutions. When carrying out the SWOT-analysis method, the competitive environment of the functioning of the agro-industrial enterprise is considered as an object of research. The subject of the study is the process of increasing the competitiveness of the agro-industrial enterprise for the processing of poultry products by developing and introducing high technology technological innovations, in which the authors position new recipe-component solutions for paste based on the use of secondary collagen-containing slaughter and poultry products, in particular chickens, broilers. The importance of these innovations is emphasized to strengthen the competitive positions of enterprises in the agroindustrial complex. The economic efficiency of introducing technological innovations is substantiated from the point of view of obtaining an investment effect and having comparative advantages over an alternative variant of financial investments in the form of a bank deposit. In the selected range of bank rates (12–20%), the production variant of investments is more stable than the possible income in the form of interest on deposits, in particular by criteria, internal profitability and the payback period of investments.