General Merchandise/HBC

Gopuff Expands Into Private Label With ‘Basically’ Launch

Delivery service rolls out own-brand water, snacks, general merchandise
Photograph courtesy of Gopuff

PHILADELPHIA — Online convenience-store and delivery service Gopuff has launched its first curated product line, marking the company’s entrance into private label. Gopuff’s "Basically," (comma included) line gives customers access to high-quality snacks, water and home essentials at a great value, the company said.

Basically, bottled water is the first product to be live on Gopuff, followed by other Basically,-branded essentials including cleaning products, batteries, paper products, cutlery and food storage. Additionally, Gopuff will be launching its “Basically, Amazing” line of snacks over the next few weeks. It will include pretzels, nuts, trail mix, popcorn and snack mix. Gopuff 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, it said.

“After over eight 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, senior vice president of business at Gopuff. “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.”

Gopuff uses consumer trend data, surveys and more to develop products, flavors and pack sizes that perfectly suit its customers’ needs and tastes. Basically, is the latest new vertical launched by Gopuff, using the company’s insights on consumer behavior and the flexibility derived from end-to-end ownership of its business model to create a new, attractive offering for customers. In July 2021, the company launched Gopuff Kitchen, delivering freshly prepared food and beverages in more than 70 locations, with plans to launch more this year.

Gopuff Private Label is led by Jessica Glendenning, who joined the company last year. She spent 15 years at Target and served as head of merchandising at Brandless. Gopuff has also brought Sonia Eschenauer on board as director of private label merchandising and Bri Waldoch as senior merchant of private label.

Founded in 2013 by co-founders and co-CEOs Rafael Ilishayev and Yakir Gola, Philadelphia-based Gopuff is a platform for “instant” delivery of consumers’ everyday needs, including an assortment of products including cleaning and home products, over-the-counter medications, baby and pet products, food and drinks and local brands, as well as alcohol and fresh prepared food in some markets, Gopuff brings its experience to customers in more than 1,000 cities for a flat $1.95 delivery fee.

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