Gopuff Launches New Health and Wellness Brand

Gopuff is expanding further into private label with the new brand that carries OTC medicine products and more.
Zachary Russell
Associate Editor
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Gopuff Goodnow

Online delivery platform Gopuff has unveiled its second private brand. Following the January debut of the Basically brand, Gopuff is launching Goodnow, a collection of health and wellness products.

The line includes a number of OTC medicine products including pain (ibuprofen, acetaminophen, naproxen, headache relief), allergy (loratadine, cetirizine, diphenhydramine), cold, flu and sinus congestion relief, sleep aid products and at-home diagnostic test kits (UTI, BV, Herpes) available for delivery in minutes. The Goodnow line will also include electrolyte drinks, bandages, antihistamines, antacids and more that will roll out nationwide over the coming months.

Gopuff Goodnow

“Health and wellness - an $80+ billion market in the U.S. - has been one of Gopuff’s fastest-growing categories,” said Jessica Glendenning, director of private label at Gopuff.  “As consumers become increasingly interested in private label products, Gopuff is uniquely positioned to develop new brands curated specifically for our customers. Informed by data, insights, and feedback, we know that Goodnow is an inherent fit for our customers and the Gopuff platform.

Gopuff says the new Goodnow products are consistently produced and controlled according to quality standards and manufactured in a third-party GMP-certified facility. Shoppers must be 14 years or older to purchase diagnostic testing kits. Diagnostic testing kits are not available in the state of New York.

Gopuff says it used customer data to craft the new brand, adding that Basically has seen success, consistently staying in the company’s list of top-10 best selling brands.

Founded in 2013 and based in Philadelphia, Pa., Gopuff services major metropolitan areas in the U.S. In July, the company announced cuts to its 12% of its U.S. fulfillment network, while sharing plans to expand service in the U.K.