2025 Retailers To Watch: Gopuff
It’s been another banner year for private label as retailers ranging from the biggest mass merchants to grocery stores, convenience store chains, drug stores, and department stores expanded their respective own brand assortments.
The conversation in 2024 evolved from one that was focused on price to retailers now regularly talking about the value proposition of their store brand products and using their proprietary assortments to differentiate from the competition.
With 2025 expected to see more private brand development, Store Brands has highlighted 10 Retailers To Watch in the coming year. The following retailers in 2024 expanded their own brand product assortments, with more expected from each in the next 12 months.
Gopuff
Overview
It’s been a busy 2024 for Gopuff. This year the e-commerce retailer launched its largest national brand campaign, “Bring The Magic,” which was focused on building awareness while also defining its next chapter. The company also expanded its private label assortment, adding a selection of premium products, and partnered with former NFL quarterback and current FOX broadcaster Tom Brady, who will collaborate with Gopuff on product development and content creation.
What To Watch:
One of the key factors propelling Gopuff’s growth is its extensive network of micro-fulfillment centers, which allow the company to deliver a wide range of products in under 30 minutes. These centers, strategically located, give Gopuff a competitive edge in meeting the rising demand for quick delivery of everyday essentials, snacks, beverages, and household items. As convenience continues to be a top priority for consumers in 2025, Gopuff is well-positioned to meet those needs.
Gopuff has also been expanding its product offerings, adding more private label items under its Basically brand. A notable addition this year was its Basically Premium line, which includes products said to be thoughtfully formulated and developed with the retailer’s customers in mind.
Items under the Premium assortment are made with fewer artificial colors, flavors, and preservatives, according to the company. New products include gluten-free Beef Sticks made with 100% USA Beef with no synthetic nitrates, nitrites, artificial flavors, or preservatives. The new line will also feature Basically Premium Coconut Water and Aluminum-Bottled Spring Water.
Strategic partnerships are another driver of Gopuff’s success. Collaborations with major brands, as well as food and beverage companies, have helped the retailer enhance its product selection and attract a broader customer base. In 2025, Gopuff is expected to continue forging partnerships that will fuel its growth and help it stand out in the crowded convenience delivery space.
With its cutting-edge delivery model, expanding private label assortment, and focus on convenience, Gopuff is set to be a major player in the evolving retail landscape during the year ahead.
