Gopuff Goes Supersized Amidst Fears of Shortages

As consumers and companies become more fearful of looming economic challenges, Gopuff’s solution is to go big.

The ecommerce grocery platform announced today a new multipack line of bulk products called GoXL, with over 300 items available for home delivery.

The line is touted as a value offering and includes name brand products like Smucker’s Uncrustables sandwiches (sold at $0.99 per item in a 10-pack compared to $1.99 for the single-serve equivalent) and Chobani Nonfat Greek Yogurt, as well as its own Basically private label line.

Other products mentioned in a press release include 12-packs of Nissin Cup Noodles Chicken Flavor, Barebells Protein Bars and Basically toilet paper. The company has also long offered low prices on eggs as an online “door-buster” for its frequent customers.

“Now more than ever, customers are seeking ways to stretch their dollar further,” said Carly Bickerstaff, VP of Merchandising at Gopuff, in a press release. “So, we’re leveraging Gopuff’s unique model to quickly deliver on our customers’ needs by launching a bulk assortment and cutting prices to deliver even greater value when it’s needed most.”

The move comes as Gopuff has continued to expand its offerings from anytime snacks to all household goods and grocery needs. Last year, the company extended the Basically private label line with new products, including a Premium subline; in April it partnered with Magnolia Bakery to offer fresh-baked goods tied to the April 20 “cannabis holiday weekend.”

The GoXL launch, however, is making an appeal to tougher financial conditions for American consumers, touting “rising costs of living and broad economic uncertainty” in its announcement.

Gopuff has said it’s seen a rising interest in value products this year, as orders from its discount Deal Center category jumped over 30% between January and February, while the number of consumers reordering from the Deal Center in February alone rose 73% compared to the period in May through December 2024.

The messaging recalls the wallet tightening conditions consumers faced during a wave of high grocery inflation in 2022 and comes as the Trump administration’s tariff policy appears set to create another wave of high inflation for consumers and potential supply shortages.

Procurement and supply chain company GEP suggested last week that despite approaching headwinds, CPG companies can still find ways to win in this environment, suggesting that now “is the time to assess product pricing architecture, optimize SKU strategy, and rethink packaging.”