diff --git a/application.c b/application.c
index 3a449de..61248ba 100644
--- a/application.c
+++ b/application.c
@@ -133,7 +133,12 @@ static void command_reset(void* argument);
 /** switch to DFU bootloader
  *  @param[in] argument no argument required
  */
-static void command_bootloader(void* argument);
+static void command_bootloader_dfu(void* argument);
+
+/** switch to system memory / embedded USART bootloader
+ *  @param[in] argument no argument required
+ */
+static void command_bootloader_embedded(void* argument);
 
 /** list of all supported commands */
 static const struct menu_command_t menu_commands[] = {
@@ -185,7 +190,15 @@ static const struct menu_command_t menu_commands[] = {
 		.command_description = "reboot into DFU bootloader",
 		.argument = MENU_ARGUMENT_NONE,
 		.argument_description = NULL,
-		.command_handler = &command_bootloader,
+		.command_handler = &command_bootloader_dfu,
+	},
+	{
+		.shortcut = 'B',
+		.name = "embedded",
+		.command_description = "boot embedded USART bootloader",
+		.argument = MENU_ARGUMENT_NONE,
+		.argument_description = NULL,
+		.command_handler = &command_bootloader_embedded,
 	},
 };
 
@@ -479,7 +492,7 @@ static void command_reset(void* argument)
 	while (true); // wait for the reset to happen
 }
 
-static void command_bootloader(void* argument)
+static void command_bootloader_dfu(void* argument)
 {
 	(void)argument; // we won't use the argument
 	// set DFU magic to specific RAM location
@@ -491,6 +504,21 @@ static void command_bootloader(void* argument)
 	while (true); // wait for the reset to happen
 }
 
+static void command_bootloader_embedded(void* argument)
+{
+	(void)argument; // we won't use the argument
+	// set watchdog to exit system memory after some time
+	iwdg_set_period_ms(25000); // set independent watchdog period (26214.4 ms if the max timeout)
+	iwdg_start(); // start independent watchdog
+	iwdg_reset(); // restart timer
+	// start system memory
+	const uint32_t address = 0x1FFFF000; // system memory address
+	SCB_VTOR = (volatile uint32_t)(address); // set vector table to application vector table (store at the beginning of the application)
+	__asm__ volatile ("MSR msp,%0" : :"r"(*(uint32_t*)address)); // set stack pointer to address provided in the beginning of the application (loaded into a register first)
+	(*(void(**)(void))((uint32_t)address + 4))(); // start system memory (by jumping to the reset function which address is stored as second entry of the vector table)
+	while (true); // this should not be reached
+}
+
 /** process user command
  *  @param[in] str user command string (\0 ended)
  */