Gopuff expands fresh SKUs via Misfits

This partnership shows that Gopuff is trying to raise order size by turning a convenience run into a partial grocery trip. Gopuff already carries about 5,000 everyday items through its own micro fulfillment centers, but fresh produce, dairy, meat, and bread fill an important gap in a dark store assortment. Adding 300 plus fresh SKUs let Gopuff capture more planned household spending, not just impulse top ups, which is why pilot baskets grew 20 percent and one quarter of orders included fresh grocery items.

• Misfits Market is the supply side shortcut. It already sources discounted surplus and organic groceries and delivers into Gopuff facilities almost daily, so Gopuff gets fresh inventory and better prices without building a full supermarket procurement operation from scratch.
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• For dark store operators, SKU breadth matters because average order value is one of the main profit levers. In ultrafast grocery, small stores usually carry only about 1,000 to 2,000 SKUs, far below a supermarket, so adding fresh items is one of the clearest ways to make a basket look more like a real grocery order.
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• This also shifts Gopuff closer to Instacart and other online grocers, not just 7 Eleven style convenience. Instacart works by giving shoppers full grocery baskets from existing stores, while Gopuff owns inventory in its own facilities. The Misfits tie up lets Gopuff narrow the assortment gap while keeping 15 minute delivery economics and control over fulfillment.
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The next step is deeper fresh density, more repeat weekly grocery missions, and better purchasing power. If Gopuff can keep fresh in stock with low spoilage, each added produce or protein item makes the app more useful for dinner, breakfast, and pantry refill orders, which pushes the business beyond emergency delivery and toward a larger share of grocery spend.