Gopuff to Launch Private Label Products as DoorDash Rival Heads Toward IPO

Quick-delivery startup Gopuff is planning to sell more than a dozen of its own private-label goods as it expands its product offerings ahead of a public listing as early as the second half of this year, said a person with direct knowledge of the matter.

The startup, last valued at $15 billion by investors, will first focus on selling its own snack and household products, starting with a bottled water line under the brand Basically, in the next few months, the person added. It also filed trademark applications for a range of its own branded health and wellness products, including prescription medication and medical testing devices like blood pressure monitors.

The plans reflect the Philadelphia-based startup’s ambitions to expand beyond its core business of delivering convenience items in a time frame now averaging around 15 minutes. Instead, it’s added features more akin to those of a larger retail company, including brick-and-mortar stores, as well as delivery of hot meals like pizza. The approach could help differentiate nine-year-old Gopuff from DoorDash, which introduced a 15-minute delivery service in New York in December, and a host of smaller startups like Jokr and Getir, which are threatening to curb Gopuff’s growth in the ultrafast-delivery market.