The Trader Joe's insulated bag. An unreasonably good purchase for twelve dollars.

Trader Joe's releases a large insulated bag every year in a new color. This year's is a deep purple, and it is the best version they have done. I know this is a ridiculous thing to feel strongly about. I feel strongly about it.

The size is the main thing. It fits a full grocery run for two people without the anxiety of Tetris-packing that smaller insulated bags require. My dad's groceries and mine went in together after a recent trip and there was still room. For a soft insulated bag with a zipper top, that is not common.

The carry handles are the correct length. This also sounds minor and is not minor if you have ever carried a loaded insulated bag by handles that are two inches too short and spent the walk to the car hoping your shoulder stays in its socket. The handles on this one hit at the right part of the forearm. Whoever made that decision was paying attention.

The secondary uses are where this bag earns its life. I am already planning to bring it to beach bonfires as a small cooler. It works for bend and brew events, potlucks, the kind of community gathering where you need to transport something cold without renting equipment. It would fit, fully loaded, in the overhead compartment of most planes, which makes it a serious travel consideration.

Twelve dollars. Buy two.