Gopuff boosts private label product offering, branding as demand grows

Gopuff is expanding upon its selection of private label goods.

Based in Philadelphia, Gopuff operates hundreds of micro-fulfillment centers servicing thousands of U.S. cities, providing speedy delivery (in as little as minutes) of immediate everyday needs, including cleaning and home products, over-the-counter medications, food, beverages and, in some markets, alcohol.

While Gopuff delivers products from partner CPG brands, the company also has a growing private label goods business. According to Gopuff, nearly 20% of its orders contain at least one product from its “Basically” private label brand, introduced in 2022, and it has seen a 70% year-over-year increase in sales of its private label products.

In addition, the company offers "Gopuff Exclusives," a one-stop in its app that provides access to all products that are private label or an exclusive partnership with a third-party brand.

Now, Gopuff is rolling out "Basically Premium," a new line of food and beverage products made with high-quality ingredients and fewer artificial colors, flavors and preservatives.

In addition, the company is releasing several new products and subcategories under the flagship Basically brand. These include puppy pads, paper plates, and cookie bites. Later in 2024, Gopuff will also introduce sparkling water in cans and bottles, baby wipes, shelf-stable tea products, such as an organic iced tea-lemonade beverage, to the Basically brand.

To accommodate a larger assortment of products and new premium offerings, Gopuff has also redesigned the Basically brand logo and packaging with what the company calls an "elevated, modernized visual identity." With the new branding, Gopuff hopes to make Basically products easily recognizable as the company looks to build private label brand awareness and loyalty further.

"Our private label products have consistently ranked among Gopuff’s most-ordered items since they first launched two years ago," said Bri Waldoch, director of private label at Gopuff. "So today, we’re excited to bring to life an even wider assortment of high-quality, affordable and delicious products we know our customers will love — each item specifically designed with Gopuff customers’ unique tastes and preferences in mind."