PHILADELPHIA — E-commerce company Gopuff announced a trio of investments in Basically, its private label brand, to expand its portfolio of essentials in response to heightened consumer demand.

The investments include the launch of Basically Premium, a product line designed specifically for Gopuff consumers; the addition of new products and subcategories to the flagship Basically brand; and a refreshed visual identity with a new brand logo and redesigned packaging.

“Our private label products have consistently ranked among Gopuff’s most-ordered items since they first launched two years ago,” said Bri Waldoch, director of private label at Gopuff. “So today, we’re excited to bring to life an even wider assortment of high-quality, affordable and delicious products we know our customers will love — each item specifically designed with Gopuff customers’ unique tastes and preferences in mind.”

Basically Premium offers an assortment of products for unique consumer tastes and also allows Gopuff to venture into new categories. Products in this line, such as extruded snacks, tortilla chips and cookies, are made with high-quality ingredients and fewer artificial colors, flavors and preservatives. It also includes products with unique flavors and others that fall in line with current trends.

Gopuff’s refresh of the Basically brand logo and packaging lets it accommodate a larger assortment of products and its new premium offerings. In addition to lending more flexibility across categories, the new look allows Gopuff to build its private label brand awareness.