Gopuff Doubles Down on Private Label with Seasonal Snack Push…

Event summary

Gopuff launched its first-ever seasonal private label product lineup under Crave Shoppe and Basically brands.
Fall-limited-time offerings (LTOs) include pumpkin-flavored desserts, apple cider, and fudge varieties.
Private label portfolio grew 20% year-to-date in 2026, now in 19% of all Gopuff orders.
Basically and Crave Shoppe brands expanded with new snack categories like edible cookie dough and toaster pastries.

The big picture

Gopuff's expansion of private label offerings reflects the instant commerce sector's shift toward vertically integrated snack brands. With private label now in nearly 1 in 5 orders, the move underscores how delivery platforms are competing with traditional CPG players by controlling margins and customer data. The seasonal strategy mirrors broader retail trends where limited-time products drive urgency and trial.

What we're watching

Private Label Momentum: Whether Gopuff can sustain 20%+ private label growth by leveraging seasonal demand patterns.
Seasonal Strategy: How effective limited-time offerings prove in driving repeat orders and basket size.
Competitive Differentiation: The pace at which rivals like Instacart or DoorDash respond with similar private label seasonal pushes.