GoPuff Launches Line of Private Label Products, Starting With Bottled Water

Gopuff's private label expansion is the start-up's latest effort to stand apart from other convenience delivery companies. Gopuff owns, operates and stocks its own micro-fulfillment centers with full-time employees, whereas other companies connect customers, drivers and retailers on a platform. According to Gopuff, 30% of Americans are within one mile and a half of a Gopuff fulfillment center.

Gopuff also operates 70 kitchens which prepare food from the company's own recipes as well as its restaurant partners. Earlier this month, Instacart announced prepared food from grocery stores to better compete with meal delivery companies. Gopuff has raised more than $3.5 billion and it was last valued at $15 billion in 2021. It is currently in the process of raising $1.

Investors in the private markets are eager to invest in quick commerce. CoreSight Research estimates investors have poured $5.9 billion to date into this space. But despite the influx of cash from private investors, quick commerce does face challenges, including intense competition, high cash burn and hyper-localization of fulfillment centers, all of which have yet to be tested by public markets.

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