Delivery platform Gopuff has launched a new private-label health and wellness brand called Goodnow.
The move to launch a new wellness-focused label follows a growing trend the company has witnessed amongst its user base: more and more Gopuff customers are turning to its platform to buy over-the-counter (OTC) medications and daily wellness products.
“Health and wellness – an $80+ billion market in the U.S. – has been one of Gopuff’s fastest-growing categories,” said Gopuff’s Director of Private Label Jessica Glendenning. “As consumers become increasingly interested in private label products, Gopuff is uniquely positioned to develop new brands curated specifically for our customers. Informed by data, insights, and feedback, we know that Goodnow is an inherent fit for our customers and the Gopuff platform.”
The company based its decision on a survey that found most GoPuff customers wanted to buy OTC medications, pain relievers, cold and flu remedies, allergy medications, and first aid products from its platform.
“We use a lot of search data, so when someone searches for an item and it doesn’t yield a proper result, we’ll add it to the queue of items that we want to introduce,” co-founder Rafael Ilashayev said. “It always starts with our own consumers telling us what they want.”
Through Goodnow, customers can now access products including ibuprofen, acetaminophen, naproxen for headache relief, loratadine, cetirizine, diphenhydramine for allergy relief, as well as cold, flu, and sinus congestion relief products, sleep aid products and at-home diagnostic test kits for UTIs, BV and Herpes.
Earlier this year, the company launched its first private label, Basically, which offers an assortment of products, including bottled water, snacks and home essentials such as paper towels.