Gopuff today announced the launch of Crave Shoppe, a new private label brand dedicated to indulgent baked goods and snacks. With small-batch production, premium ingredients and elevated flavors, Crave Shoppe launches with a variety of confections, baked goods, and sweet treats curated specifically for the Gopuff customer.

Developed in response to customer demand for more imaginative, indulgent snack options, Crave Shoppe features industry-first formats and unexpected flavors, like Dill Pickle Cotton Candy, S’mores Marshmallow-Filled Donuts and Ice Cream Bubbles. The full assortment includes:

• Frozen & refrigerated innovations: In 2025, the fastest-growing ice cream subclass was "Chunks, Bites & Dough” (up 112% YoY). In response to this trend, Gopuff has launched a new poppable frozen treat: Ice Cream Bubbles in Strawberries & Cream and Chocolate Fudge. Crave Shoppe also offers Edible Chocolate Chip Cookie Dough and Brownie Batter Cookie Dough developed in collaboration with Whoa Dough. 

• Cotton candy in unexpected flavor combinations, like Dill Pickle, Cookies & Cream, Blue Raspberry and Cherry Swirl.

• Confections including Chocolate and Chocolate Peanut Butter Fudge, and Chocolate Covered Graham Crackers.

• Donuts & donut holes in several decadent flavors: Red Velvet, Churro, Irish Creme, Glazed, Boston Creme,  Caramel Crunch, and S’mores Marshmallow-Filled.

• Bakery faves like Banana Nut and Iced Lemon Cakes, Butter Croissants, and Blueberry & Chocolate Chip Mini Muffins, and Double Chocolatey Creme cookies.

“Customer demand for bakery-quality and sweet treats has spiked over the past year,” said Brett Fene, Director of Private Label Merchandising at Gopuff. “So, we saw an opportunity to create a line of indulgent, high-quality items that feel exciting and bakery-worthy, without the premium pricing. Crave Shoppe fills this gap with flavors and formats customers can’t find anywhere else. It goes beyond a standard private label to become a destination brand for our customers.”

Crave Shoppe joins Gopuff’s successful Basically, Basically Premium and Goodnow product lines, a portfolio that grew 30 percent in 2025. Since its debut, Basically has consistently dominated Gopuff’s most-ordered items, proving that customers crave the perfect balance of quality and value. With the expansion of Basically Premium in 2024, Gopuff doubled down on “more-than-extraordinary" essentials, utilizing deep consumer insights to deliver a wider, high-value assortment tailored to its customers' unique tastes.

Crave Shoppe products are available exclusively on the Gopuff app for nationwide delivery in as fast as 15 minutes. Explore the full collection only on Gopuff.