Dive Brief:
- Gopuff expanded its private label assortment to include its first-ever set of limited-time, seasonal products, the instant delivery retailer announced this week.
- The additions to both Gopuff’s Crave Shoppe and Basically lines include baked goods, such as cakes, cookies, danishes, edible and bakeable cookie dough, toaster pastries and fudge. The products are available exclusively through the Gopuff mobile app.
- Gopuff has been expanding beyond its core instant-delivery business since receiving $250 million in new funding near the end of 2025.
Dive Insight:
Gopuff expanded its private-label portfolio in April with the launch of Crave Shoppe, a line focused on confections and baked goods. Crave Shoppe joined Gopuff’s other private label banners — Basically, Basically Premium and Goodnow.
The new limited-time seasonal products are joining Crave Shoppe and Basically for the fall, following a strategy that has become common practice across the convenience retail industry as summer nears its end.
Notable additions include Crave Shoppe iced pumpkin cake, pumpkin donut holes, mini apple fritters and bourbon salted caramel fudge, as well as Basically apple cider.
Nonseasonal additions include sliced lemon and banana nut cakes, coffee pods, cookie thins and various snack mixes.
The additions come as Gopuff’s private-label portfolio has grown 20% year to date, according to the announcement. Private-label products now appear in nearly 1 in 5 Gopuff orders.
“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, general manager of private label merchandising at Gopuff. “By tapping into our own ordering and search data, 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 tastes.”
