Basically items

Gopuff launches first private label line

Delivery service Gopuff has officially entered the private label space with a line of food and nonfood products.
Zachary Russell
Associate Editor
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Basically, Gopuff logo

Philadelphia-based delivery service Gopuff is entering the private label space. The platform has announced the launch of the new “Basically,” product line, the company’s first private brand. Founded in 2013 by co-founders and co-CEOs Rafael Ilishayev and Yakir Gola, the service provides delivery to over 1,000 cities.

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’s "Basically, Amazing" line of snacks will launch in the coming weeks and will include pretzels, nuts, trail mix, popcorn and snack mix.

The branding of the products are reminiscent to the Loblaw private brand called No Name, which takes a sort of non-brand approach to branding, and plays a disruptor role to traditional private brand look and feel. The "Basically," vibe also fits the cheeky TV advertising and marketing that Gopuff develops.



Gopuff will continue to roll out new products to the Basically, line in the coming months and says it plans to introduce additional private label brands later this year. The entry into private label followed Gopuff’s first exclusive product launch, Frutero tangerine ice cream in October of 2021.

After over 8 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, SVP 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.”

In July 2021, the company launched Gopuff Kitchen, delivering freshly prepared food and beverages in more than 70 locations, with plans to expand in 2022. Gopuff private label is led by Jessica Glendenning who joined the company last year. Glendenning has spent 15 years at Target and served as head of merchandising at Brandless. Gopuff has also brought onboard Sonia Eschenauer as director of private label merchandising and Bri Waldoch, senior merchant of private label.