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Gopuff has expanded its proprietary brand portfolio across its Crave Shoppe and Basically lines, introducing a range of bakery items, snacks, coffee, and its first-ever seasonal limited-time offerings (LTOs).

The line expansion follows a 19.4 per cent year-on-year increase in autumn-flavoured product sales on the platform during the previous year. According to the business, its private-label unit has expanded by 20 per cent year-to-date in 2026, with house brands now featured in nearly 20 per cent of all customer orders.

Private Label Expansion

The product additions build upon Gopuff's multi-brand private-label strategy, which began with the launch of Basically in 2022 and expanded with Crave Shoppe in April 2026. The new releases leverage proprietary customer ordering insights to target high-velocity snacking and morning daypart categories.

Jillian Jensen, General Manager of Private Label Merchandising at Gopuff, stated that consumer ordering trends guided the selection of flavours and formats, allowing the enterprise to design a private-label assortment tailored directly to demonstrated purchasing preferences.

Autumn LTOs and Core Portfolio Additions

The expansion introduces items across fresh bakery, sweet indulgence, coffee, and savoury snack mixes:

🍁 Autumn Limited Time Offerings: Crave Shoppe Iced Pumpkin Cake, Pumpkin Doughnut Holes, Cheese Danish, Mini Apple Fritters, Bourbon Salted Caramel Fudge, and Basically Apple Cider.

🍰 Pre-Sliced Cakes: Crave Shoppe small-batch Iced Lemon Cake and Banana Nut Cake.

🍪 Plant-Based Cookie Dough: Crave Shoppe Chocolate Chip Cookie Dough and Brownie Batter, formulated as plant-based, gluten-free, and safe for raw or baked consumption.

☕ Coffee Pods: Basically Doughnut Shop and vanilla-flavoured coffee pods in 12-pack formats.

🍫 Individually Wrapped Bakery Treats: Big Chocolate Chip Cookie, Big Candy Cookie, and Big Chocolate Brownie.

🧁 Toaster Pastries: Crave Shoppe Strawberry and Cookies & Creme toaster pastries.

🍬 Confectionery Fudge: Crave Shoppe Chocolate Fudge and Chocolate Peanut Butter Fudge.

🍪 Cookie Thins: Basically Chocolate Chip and Brownie cookie thins.

🥨 Indulgent Snack Mixes: Basically Sweet Heat, Dill Pickle, and Sour Cream and Onion Pepitas snack mixes.

Delivery and Retail Availability

The entire Crave Shoppe and Basically product expansion has commenced immediate commercial availability exclusively through the Gopuff mobile application.

Orders are fulfilled through Gopuff’s micro-fulfilment centre network, supporting 15-minute delivery across active operating territories in the United States.