Gopuff, the go-to platform for immediate delivery of consumers’ everyday needs, today announced the launch of Goodnow, a new Retail Brand (private brand) of health and wellness products. As consumers increasingly turn to Gopuff for OTC medications and their daily wellness needs, the instant commerce retailer developed its own brand designed to help customers feel better faster – for less.

“Health and wellness – an $80+ billion market in the U.S. – has been one of Gopuff’s fastest-growing categories,” said Jessica Glendenning, Director of Private Label at Gopuff. “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.”

When surveyed, customers rated over-the-counter medications as a great fit for Gopuff. They also expressed interest in accessing pain relievers, cold and flu remedies, allergy medications and first aid from Gopuff. Using this data to inform the initial offering, customers can now order Goodnow pain (ibuprofen, acetaminophen, naproxen, headache relief), allergy (loratadine, cetirizine, diphenhydramine), cold, flu and sinus congestion relief, sleep aid products and at-home diagnostic test kits (UTI, BV, Herpes)* for delivery in minutes. Additional Goodnow products, including electrolyte drinks, bandages, antihistamines, antacids, and more will roll out nationwide over the coming months.

All Goodnow products are consistently produced and controlled according to quality standards and manufactured in third-party GMP-certified facilities.

Goodnow builds on the early success of Gopuff’s first private label offering, Basically, which launched in January and is consistently in the top 5 brands for Gopuff.