Gopuff adds new private label products
A Philadelphia-based consumer delivery service is expanding its private label brands.
Gopuff is introducing new additions to its Crave Shoppe and Basically private label brands, including its first-ever seasonal, limited-time offerings. The company introduced Crave Shoppe, which it says is “dedicated to indulgent baked goods and snacks” and curated specifically for the Gopuff customer using “small-batch production” and “premium ingredients,” in April 2026.
[READ MORE: Gopuff launches private label baked goods, sweets brand]
Since its debut in 2022, Basically has consistently dominated Gopuff’s most-ordered items. The new lineup for both brands includes:
- Fall LTOs: Seasonal products available for a limited-time, including Crave Shoppe Iced Pumpkin Cake, Pumpkin Donut Holes, Cheese Danish, Mini Apple Fritters and Bourbon Salted Caramel Fudge as well as a new Basically Apple Cider.
- Sliced cakes: Baked in small batches and pre-sliced, customers can indulge in Crave Shoppe’s new Iced Lemon Cake and Banana Nut Cake.
- Edible & bakeable cookie dough: Crave Shoppe Chocolate Chip Cookie Dough and Brownie Batter are plant-based, gluten-free and designed to be safe to eat raw or baked.
- Coffee pods: Basically coffee pods are available in 12-packs of Donut Shop and vanilla flavors.
- Individually wrapped treats: Big Chocolate Chip Cookie, Big Candy Cookie, and Big Chocolate Brownie.
- Toaster pastries: Crave Shoppe Toaster Pastries are available in Strawberry and Cookies & Creme flavors.
- Fudge: Crave Shoppe Chocolate Fudge and Crave Shoppe Chocolate Peanut Butter Fudge.
- Cookie thins: Basically Cookie Thins, available in Chocolate Chip and Brownie flavors.
- Snack mixes: Basically’s three new Snack Mix flavors are Sweet Heat, Dill Pickle, and Sour Cream and Onion Pepitas.
The new additions are available exclusively on the Gopuff app. According to Gopuff, the expansion is informed by what customers are ordering most on its marketplace. Sales of fall-flavored products rose 19.4% year-over-year in fall 2025.
“Fall flavors are some of the most anticipated of the year, and we know our customers want more ways to enjoy them,” said Jillian Jensen, GM of private label merchandising at Gopuff. “By looking into consumer order trends, we were able to identify the flavors and products our customers were craving most and turn those insights into a private label assortment designed specifically around their taste preferences. The result is a lineup that brings the flavors of fall to life across our brands.”
Founded in 2013, Gopuff operates its own micro-fulfillment centers and offers more than 5,000 products delivered in as fast as 15 minutes. across the U.S. and U.K.
