Gopuff beefs up its private-label brand Basically

Private label is all the rage these days, and last-mile delivery company Gopuff is expanding its own assortment of products through its Basically brand, the company announced Friday. 

The company describes its new Basically Premium line of products as “unique, trendy, and thoughtfully formulated products designed specifically for the Gopuff customer; several new products and subcategories under the flagship Basically brand; and a refreshed visual identity for the private label.”

Among the new line of products are gluten-free beef sticks, coconut water, freeze-dried candy, mini ice cream cones, and aluminum-bottled spring water, the company said. 

“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, in a press release. 

Gopuff said nearly 20% of its orders include at least one private-label product from its Basically line, and the company has seen the brand grow 70% year over year.