Dive Brief:
- Gopuff revealed Goodnow, its new line of private-label health and wellness items, including medications and at-home test kits, on Monday.
- In the coming months, Gopuff will roll out more products from the Goodnow line, including electrolyte drinks, bandages, antihistamines, antacids and more.
- The debut of Goodnow underscores Gopuff’s increasing focus on private-label items, as the company released its line of household essentials in January and vegan snacks last month.
Dive Insight:
The health and wellness category has become not only an $80+ billion market in the U.S., but one of Gopuff’s fastest-growing categories, said Jessica Glendenning, Gopuff’s director of private label, in the announcement.
When surveying consumers about what product innovation they’d like to see from Gopuff, over-the-counter medications emerged “as a great fit,” according to the announcement. Additionally, consumers also expressed interest in accessing pain relievers, cold and flu remedies, allergy medications and first aid from Gopuff.
“Informed by data, insights, and feedback, we know that Goodnow is an inherent fit for our customers and the Gopuff platform,” said Glendenning.
The Goodnow line includes pain medications such as ibuprofen, acetaminophen, naproxen and headache relief; allergy medications including loratadine, cetirizine and diphenhydramine; cold, flu and sinus congestion relief; sleep aid products; and at-home diagnostic test kits for various bodily infections.
All Goodnow products are produced and controlled according to quality standards and manufactured in a third-party Good Manufacturing Practice-certified facility, according to the announcement.
Goodnow builds on the early success of Gopuff’s Basically line, which includes bottled water, snacks, batteries, paper products and other household essentials. In mid-September, Gopuff announced the addition of Good Eat’n, a line of plant-based snacks the company co-created alongside NBA star Chris Paul that includes a selection of vegan chips, popcorn, puffs and rinds.
Private-label product sales have surged this year as consumers seek more affordable retail items amid high gas prices, persistent inflation and supply chain issues.
