PHILADELPHIA, PA — Gopuff is expanding its private-label assortment with new year-round and seasonal products after the business grew 20% year-to-date in 2026 and its store brands reached nearly one in five customer orders, increasing their role in the delivery company’s retail strategy.
The Philadelphia-based company added products to its Crave Shoppe and Basically brands, including its first limited-time seasonal offerings. The new items became available Aug. 29 exclusively through the Gopuff app, according to the company.
Gopuff tied the fall expansion to purchasing data from its platform. Sales of fall-flavored products increased 19.4% from a year earlier during fall 2025, prompting the company to broaden its seasonal assortment.
The limited-time lineup includes Crave Shoppe Iced Pumpkin Cake, Pumpkin Donut Holes, Cheese Danish, Mini Apple Fritters and Bourbon Salted Caramel Fudge, along with Basically Apple Cider. The products will be offered while supplies last.
“By looking into consumer order trends, 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 taste preferences,” Jillian Jensen, Gopuff’s general manager of private label merchandising, said.
Beyond the seasonal products, Gopuff is expanding Crave Shoppe with Iced Lemon Cake and Banana Nut Cake, as well as Chocolate Chip Cookie Dough and Brownie Batter that can be eaten raw or baked. The cookie dough products are plant-based and gluten-free, according to the company.
Crave Shoppe is also adding individually wrapped chocolate chip and candy cookies, a chocolate brownie, Strawberry and Cookies & Creme toaster pastries, and Chocolate and Chocolate Peanut Butter fudge.
The Basically brand is adding 12-count coffee pods in Donut Shop and Vanilla varieties, Chocolate Chip and Brownie Cookie Thins, and snack mixes in Sweet Heat, Dill Pickle and Sour Cream and Onion Pepitas flavors.
The expansion adds to a private-label portfolio Gopuff has built since introducing Basically in 2022. It followed with Basically Premium in May 2024 and launched Crave Shoppe in April 2026.
Private-label products can give retailers greater control over assortment and product development while differentiating their offerings from competing sellers. For Gopuff, the category’s 20% growth this year and presence in nearly 20% of orders indicate that its proprietary brands are becoming a more significant part of the products purchased through its platform.
Gopuff stated that the new products can be delivered in as little as 15 minutes through its app.
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