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Gopuff is betting that its own data – and a growing appetite for differentiated products – can help its private label brands claim more of the snacking occasion. 

The grocery delivery platform is expanding Crave Shoppe and Basically across snacks, bakery, sweets and beverages. It is also testing seasonal private label products for the first time. 

The Seasonal Playbook: Demand for autumn-themed products is shaping Gopuff’s first seasonal push with sales of fall-flavored products climbing 19.4% YoY in 2025, the company said. That led to the in-house creation of products like Iced Pumpkin Cake, Pumpkin Donut Holes and Apple Cider. 

Beyond the Basics: Gopuff launched Basically as its first private label brand in 2022. Initially, it focused on water, snacks and other home essentials. At the time, the company said it was using industry data on private-label penetration with insights from its own customers to determine the categories in which it could compete. 

Now those insights seem to be pushing Gopuff’s owned brands into more indulgent and trend-driven territory. 

• The platform’s private label portfolio has grown 20% year-to-date in 2026, with owned products now appearing in nearly one in five orders.

What They Said: “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 private label products.” – Jillian Gensen, general manager of private label merchandising, Gopuff

Zooming Out: Gopuff’s expansion comes as retailers increasingly use private label as a vehicle for innovation and differentiation. That’s a stark shift from its historical reputation as simply a lower-priced alternative to national brands.

• U.S. private label sales have reached $330 billion.

• Eight-six percent of retailers surveyed by FMI say they plan to moderately or significantly increase private brand investment over the next two years.

Gopuff’s private label push means the platform is now competing more directly for the same snacking and beverage occasions as the national brands that helped build (and still stock) its platform…. 

Read the full story with added context on Nosh

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Grenade, the U.K.’s leading protein brand, is aiming to spark a flavor-forward revolution in the U.S. market. Read the story.

Walmart reported that “strong” unit volume growth helped drive mid-single digit improvement for its grocery business in the retailer’s Q2 FY 2027 earnings report. Read the story.

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🍫 Mid-day Squares is expanding capacity ahead of major U.S. launches with Walmart and Costco. Read the full story. 

🥬 Row 7 Seed Co. is growing its partnership with Sprouts, bringing its Sweet Garleek, Sugarcone Cabbage, and Upstate Abundance potatoes to all of the retailers stores nationwide. Get more details.

🍸 UNDO, a prealcohol gummy brand, is bringing its hangover remedy to UNDO to 889 Target stores and Target.com after landing a $1 million seed round. Check out the story. 

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