Gopuff launches private label baked goods, sweets brand
Gopuff is expanding its selection of private label snacks.
The consumer delivery service has launched Crave Shoppe, a new private label brand dedicated to indulgent baked goods and snacks, curated specifically for the Gopuff customer using “small-batch production” and “premium ingredients.”
Products in the Crave Shoppe collection include frozen & refrigerated snacks like Ice Cream Bubbles and Edible Cookie Dough, as well as shelf-stable items such as Banana Nut and Iced Lemon Cakes, Butter Croissants, Blueberry & Chocolate Chip Mini Muffins, and Double Chocolatey Creme cookies.
Crave Shoppe joins Gopuff’s private label portfolio, which includes the Basically, Basically Premium and Goodnow product lines. Since its debut in 2022, Basically has consistently dominated Gopuff’s most-ordered items. With the expansion of Basically Premium in 2024, Gopuff grew its collection of private label essentials even further.
“Customer demand for bakery-quality and sweet treats has spiked over the past year,” said Brett Fene, director of private label merchandising at Gopuff. “So, we saw an opportunity to create a line of indulgent, high-quality items that feel exciting and bakery-worthy, without the premium pricing. Crave Shoppe fills this gap with flavors and formats customers can’t find anywhere else. It goes beyond a standard private label to become a destination brand for our customers.”
According to recent data from Circana, private label sales reached $330 billion in the United States in 2025, capturing a 24% unit share and a 23% dollar share of the total market. The food and beverage sector continues to lead the growth, as private label products now hold a 24% value share within the category.
[READ MORE: Gopuff partners to deliver at the fuel pump]
Philadelphia-based Gopuff offers more than 5,000 products delivered in as fast as 15 minutes. Founded in 2013, the company operates its own micro-fulfillment centers, leveraging proprietary technology and a hyper-local logistics network serving hundreds of cities across the U.S. and U.K.
