Gopuff has launched Crave Shoppe, a new private-label brand dedicated to indulgent baked goods, snacks, and candy. With small-batch production, premium ingredients, and elevated flavors, Crave Shoppe is launching with a variety of confections, baked goods, and sweet treats curated specifically for the Gopuff customer, the website says.

Developed in response to customer demand for more imaginative, indulgent snack options, Crave Shoppe features interesting formats and unexpected flavors, like Dill Pickle Cotton Candy, S’mores Marshmallow-Filled Donuts, and Ice Cream Bubbles. The full assortment includes:

• Frozen & refrigerated innovations: In 2025, the fastest-growing ice cream subclass was "Chunks, Bites, and Dough” (up 112% YoY). In response to this trend, Gopuff has launched a new poppable frozen treat: Ice Cream Bubbles in Strawberries & Cream and Chocolate Fudge. Crave Shoppe also offers Edible Chocolate Chip Cookie Dough and Brownie Batter Cookie Dough developed in collaboration with Whoa Dough. 
• Cotton candy in unexpected flavor combinations, like Dill Pickle, Cookies & Cream, Blue Raspberry, and Cherry Swirl.
• Confections including Chocolate and Chocolate Peanut Butter Fudge, and Chocolate Covered Graham Crackers.
• Doughnuts and doughnut holes in several flavors: Red Velvet, Churro, Irish Creme, Glazed, Boston Creme, Caramel Crunch, and S’mores Marshmallow-Filled.
• Bakery faves like Banana Nut and Iced Lemon Cakes, Butter Croissants, and Blueberry & Chocolate Chip Mini Muffins, and Double Chocolatey Creme cookies.

“Customer demand for bakery-quality and sweet treats has spiked over the past year,” says Brett Fene, director of private-label merchandising at Gopuff. “So, we saw an opportunity to create a line of indulgent, high-quality items that feel exciting and bakery-worthy, without the premium pricing. Crave Shoppe fills this gap with flavors and formats customers can’t find anywhere else. It goes beyond a standard private label to become a destination brand for our customers.”