Application of starch in industry frequently requires extensive modification. This is usually achieved by chemical and/or physical modification that is time-consuming and often expensive and polluting. To impart functionality as early as possible in the starch production chain, modification can be achieved directly as part of the developing starch storage roots, tubers, and seeds and grains of the crop. Starch has been a strong driver for human development and is now the most important energy provider in the diet forcing the development of novel and valuable starch qualities for specific applications. Among the most important structures that can be targeted include starch phosphorylation chain transfer/branching generating chemically substituted and chain length-modified starches such as resistant and health-promoting high-amylose starch. Starch bioengineering has been employed for more than two decades and provided a number of high-value starch types. However, challenging problems include crop yield penalties and inefficient production of the desired product. The recent release of many crop genome sequences and very recent genome editing technologies are now paving the way for handling both public concerns about crop engineering and unraveling of completely novel starch structures and functionalities.