Gopuff Enters the Private-Label Arena

Delivery platform Gopuff has entered the private-label space with Basically, a curated product line of snacks, water and home essentials.

Basically bottled water was the first product to go live on Gopuff, followed by other Basically-branded essentials, such as cleaning products, batteries, paper products, cutlery and food storage. Additionally, Gopuff’s Basically Amazing line of snacks will be launching in the next few weeks and will include pretzels, nuts, trail mix, popcorn and snack mix.

“After over 8 years of delivering instant needs, we truly understand what our loyal customers look for in everyday essentials—insights that have enabled us to create product lines designed specifically for them,” said Daniel Folkman, SVP of Business for Gopuff, in a release. “Gopuff has always been about fulfilling the evolving needs of the modern consumer, instantly and seamlessly. Basically is a byproduct of that, and another example of how we are uniquely positioned to show up for our customers.”

When developing its private-label line, the company said it used consumer trend data and surveys to develop products that fit its customers’ needs and tastes. For example, with nuts, Gopuff launched bold flavors such as Habanero BBQ Almonds and Everything Seasoned Cashews over traditional roasted and salted varieties because that is what they found customers wanted, the company said.

See also, “How Private Labels Can Own 2022”

Gopuff, which operates in more than 1,000 cities, will continue to roll out new products to the Basically line in the coming months and plans to introduce additional private-label brands later this year. Jessica Glendenning, who joined the company last year and had previously worked for Target for 15 years, leads Gopuff’s private-label division. Gopuff has also brought on board Sonia Eschenauer as director of private label merchandising and Bri Waldoch as senior merchant of private label.