Gopuff targets customers looking to get baked on 4/20 with launch of new in-app category

On-demand delivery big hitter, Gopuff, is launching The Bakery, a new in-app category featuring fresh baked munchies, just in time for the 4/20 “holiday.” 

“With this launch, we’re leveraging our vertically integrated model to deliver fresh, affordable and high quality baked goods in minutes," says Carly Bickerstaff, VP of Merchandising at Gopuff. “As we continue to innovate to bring our customers more of what they love, we’re thrilled to launch this new category with an extensive lineup of freshly baked goods to make every moment a little sweeter.”

To celebrate the launch, Gopuff teamed up with Magnolia Bakery to create the Puff’rnutter Cupcake. Inspired by the nostalgic fluffernutter sandwich, the cupcakes feature a vanilla and chocolate cupcake topped with a peanut butter buttercream frosting and filled with a marshmallow centre. Customers can get a two-pack of the Puff’rnutter exclusively in The Bakery on Gopuff 4/20 weekend and beyond for $11.99. 

“We’re grateful to partner with Gopuff on the launch of our exclusive cupcakes nationwide - starting with the Gopuff Puff’rnutter, inspired by the classic fluffernutter sandwich,” says Eddie Revis, Chief Commercial Officer, Magnolia Bakery.

“We have an ambition to bring Magnolia Bakery to more people across the US and our strategic relationship with Gopuff is helping us unlock new segments at scale while being able to maintain our whimsical spin on classic recipes.”

“I could not be more thrilled with our shared experience in creating these exclusive cupcake flavours together - welcoming Gopuff to the Magnolia Bakery family and baking in the joy and celebration we experienced in the kitchen developing this flavor into the experience for their consumers.”

Gopuff’s 4/20 celebrations will also feature a pop-up in NYC on 4/20. Customers can stop by the store at 1 York Street in Manhattan at 1:00 p.m. ET on 4/20 for their chance to get a free Puff’rnutter cupcake.

2025 RTIH INNOVATION AWARDS

On-demand delivery will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in April, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.