Meat industries across the world are constantly focusing to find natural low-cost additives for the development of novel meat products to meet consumer demand for improving the health benefits. In this study, we investigated the chemical composition and the bioactive compounds of some herbal plants, namely basil, thyme, sage, and their functionality on broiler chicken thigh meat quality. Chemical composition, as well as total antioxidant activity, polyphenols, vitamin E lutein and zeaxanthin and the fatty acids of the plants, were analyzed. According to findings, total polyphenols was 21.53 mg gallic acid/g in basil, 31.73 mg gallic acid/g in thyme and 38.87 mg gallic acid/g in sage. The antioxidant capacity was 19.91 mM Trolox in basil, 54.09 mM Trolox in thyme and 54.09 mM Trolox in sage. Lutein and zeaxanthin from basil was 267.91 mg/kg, 535.79 mg/kg in thyme and 99.89 mg/kg, and vitamin E ranged from 291.71 mg/kg in basil to 379.37 mg/kg in thyme and 148.07 mg/kg in sage, respectively. After, we developed a trial on 120 unsexed broiler chickens (n = 30) which were separated into four groups with six replications of five chickens each: control (C); 1% basil (B); 1% thyme (T) and 1% sage (S). The B, T and S groups deposited significantly higher (p < 0.05) concentration of zinc, polyphenols, antioxidant capacity and vitamin E in meat samples compared with the C group. In the experimental groups, the proportion of total polyunsaturated fatty acids, the ratio of n-6 to n-3 fatty acids, and the ratio of polyunsaturated fatty acids to saturated fatty acids in the thigh muscles were significantly improved (p < 0.05). The tested plants exhibited a significant (p = 0.0007) hypocholesterolemic effect in the meat of the B (45.90 mg/g), T (41.60 mg/g) and S (48.80 mg/kg) experimental groups compared with the C (60.50 mg/g) group. These results support the application of the studied plants as natural sources of additives which could be effective in improving meat quality, from the human consumption perspective.