Ninja FrostVault Go 17 litre 24-Can Backpack Soft Cooler - Birch Beige

The pitch here isn't "it's a nice cool bag" — it's that Ninja's FrostVault Technology is engineered to maintain a genuinely low internal temperature for a full day, even in direct sun. That's the problem most soft coolers fail at: they buy you two hours before everything's lukewarm. If you've ever pulled a warm sandwich from a bog-standard insulated bag at midday on a beach, you'll understand exactly what gap this is trying to fill. The 17-litre, 24-can capacity sits in a practical middle ground — large enough for a full day out, light enough to carry on your back without ruining your afternoon.

Who Is This For?

This is for the person who does outdoor days properly — festivals, long beach trips, hiking picnics, park sessions that stretch into the evening — and is genuinely frustrated by soft coolers that underperform. If you're already spending serious money on days out, spending more to keep your food and drink actually cold is a reasonable trade-off. That said, if your cooler trips extend to multi-day camping where you need ice retention beyond 24 hours, a hard cooler will serve you better and cost you less. Browse our best garden and outdoor deals if you're weighing up alternatives in this category.

What Buyers Say

Owners consistently praise the build quality — the shoulder straps in particular get strong marks for comfort under load, which matters when you're walking a festival site. The waterproof lining and dry-seal zip are highlighted as genuinely functional rather than cosmetic. The most common gripe is the price relative to the capacity; some buyers feel the 17-litre volume doesn't quite justify the premium when a hard cooler of similar size costs considerably less and holds temperature longer.

The Deal

At £149.99, down from £199.99, you're saving £50 — a 25% reduction that brings it within range of serious consideration. However, this product is newly tracked on our site, so there's no historical pricing data to confirm whether £199.99 represents a genuine regular retail price or an inflated anchor. That's worth holding in mind. If Ninja's outdoor range interests you more broadly, our best Ninja deals guide tracks price movements across the range. Wait if you can; buy now if your summer plans are imminent.