Gopuff launches first seasonal private label lineup
Gopuff private label expands with first seasonal lineup, adding fall baked goods to Crave Shoppe and Basically banners for instant delivery.
Gopuff has introduced its first-ever lineup of limited-time seasonal products, expanding the company’s private label assortment as it pushes further into owned-brand groceries and snacks. The instant delivery retailer announced the new offerings this week, adding items to both its Crave Shoppe and Basically banners.
A fall-focused menu built around baked goods
The seasonal additions lean heavily on baked goods: cakes, cookies, danishes, edible and bakeable cookie dough, toaster pastries and fudge. They’re available only through the Gopuff mobile app, which keeps the rollout tightly tied to the delivery network.
Notable fall items include Crave Shoppe iced pumpkin cake, pumpkin donut holes, mini apple fritters and bourbon salted caramel fudge. The Basically line is getting apple cider as part of the seasonal push. Gopuff also added a handful of nonseasonal products to the same banners, including sliced lemon cake, banana nut cake, coffee pods, cookie thins and several snack mixes.
Private label keeps growing at Gopuff
The company said its private-label portfolio has grown 20% year to date, and private-label products now show up in nearly 1 in 5 Gopuff orders. That’s a notable shift for a business that started as a convenience delivery service but has been leaning harder into its own product lines.
Gopuff launched Crave Shoppe in April, focusing the banner on confections and baked goods. It joined the company’s other private labels — Basically, Basically Premium and Goodnow. The new seasonal items are the first time the retailer has tied its own brands to a rotating, limited-time calendar.
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This approach mirrors what convenience retailers and grocers have done for years, especially as summer winds down and fall flavors hit shelves. Seasonal variety gives customers a reason to browse more often, and it lets a retailer test which products deserve a permanent spot. Gopuff’s bet is that its ordering data gives it an edge in picking the right items.
“Fall flavors are some of the most anticipated of the year, and we know our customers want more ways to enjoy them,” said Jillian Jensen, general manager of private label merchandising at Gopuff. “By tapping into our own ordering and search data, 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 tastes.”
The expansion comes after Gopuff received $250 million in new funding near the end of 2025, which has helped fuel moves beyond its core instant-delivery operation. The company has been building out its owned-brand portfolio as a way to improve margins and lock in repeat purchases, rather than relying solely on third-party goods. That strategy also aligns with broader retail media efforts, as seen in how Circle K revamps retail media network to drive similar repeat engagement.
For now, the seasonal products are positioned as a fall-only offering. Whether any of them stick around past the season will likely depend on how quickly they move through the app.
