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What Does Gopuff’s Move Into Private Label Signal for Rapid Delivery?

Gopuff is launching its very own line of private label products.

Bottled water will kick off the “Basically” brand, followed by other household items like cleaning products, paper products, and food storage, reported CNBC (Jan. 18). In total, Gopuff plans to launch four private label brands and over 100 products this year.

Could this move signal a shift in rapid delivery?


The move sets Gopuff apart from other rapid delivery services and leans into the popularity of own brand products. In 2020, the private label industry was a $159 billion market, according to the Private Label Manufacturer Association.

Traditionally, retailers price private label products at a significant discount (20-30%) to branded products to offer consumers greater value for comparable quality, Jim Sanderson, Equity Research Analyst at Northcoast Research, told The Food Institute.

“Retailers hope private labels will drive strong unit sales while attracting new consumers by improving the retailer’s value/price perception,” said Sanderson. “Adding private label assortments convinces me that Gopuff is starting to compete on price to accelerate sales and earnings growth which competitors should watch closely.”


Buyk, another ultra-fast delivery firm, also rolled out a range of private label products recently. The company’s private label features pantry essentials such as coffee, artisan bread, and pastries, alongside snacks such as ice cream, chocolates, and candy.

Buyk even aims for private label products to account for up to 40% of its product mix by the end of 2022.

In the foodservice delivery world, UK-based Deliveroo made a similar move, announcing plans to open its own pizza parlor in London. According to a report by The Wall Street Journal (Jan. 7), the launch is intended to help the delivery service better understand restaurateurs.