Gopuff Launches Private Label Basically

On-demand delivery platform Gopuff has launched Basically, its private label product assortment.
Gopuff Basically water

Basically comprises an assortment of snacks, water and home essentials “at a great value," according to a news release from Gopuff. The instant-needs platform first introduced Basically bottled water, followed by other branded essentials including cleaning products, batteries, paper products, cutlery and food storage items.

In the coming weeks, Gopuff will launch a Basically line of snacks, such as pretzels, nuts, trail mix, popcorn and snack mix. The line is only the beginning of Gopuff’s plans to expand its private-label portfolio, with more products on the way and additional labels in the pipeline.

The launch comes as Gopuff is executing an aggressive growth plan. The company raised more than $1 billion in a single funding round in 2021 and made several acquisitions throughout the year to scale and expand into new markets. 

[Gopuff Confirms It Raised Another $1 Billion]

Gopuff touts it has 75% of the instant needs category in the U.S., offering customers on-demand delivery orders across several food and home essentials categories in more than 1,000 cities. 

Gopuff said it is basing its private label launch on consumer trend data, surveys and other insights to develop products, flavors and pack sizes. The company opted for bold snack products as a result of its data. For example, it introduced bold flavors such as habanero BBQ almonds and everything seasoned cashews in its nuts category instead of offering more traditional roasted and salted varieties.

The Basically line is headed by Jessica Glendenning who joined the company last year, after spending 15 years with Target and serving as head of merchandising at Brandless. Target has also been expanding its private-label and exclusive offerings in the past few years as consumer interest in off-label products has risen.