Two New SKUs
PackIt, the Decamarx-owned brand known for its freezable lunch bags, is broadening its cold-chain consumer lineup with two products that target distinctly different retail occasions: the ECOFREEZE®+ Freezable Baby Bottle Bag, priced at $50, and the Freezable Napa Wine Bag at $32.99. Both launched September 24 exclusively on PackIt.com, with the company signaling ambitions to extend its patented built-in cooling technology well beyond its core lunchware segment.
The product additions represent a calculated push into two high-margin consumer categories — infant feeding accessories and premium beverage accessories — without requiring retailers or consumers to carry separate ice packs. That positioning aligns with broader industry movement toward convenience-first, reusable alternatives to single-use cold packaging in the foodservice and on-the-go dining segments.
The Products
The ECOFREEZE®+ Baby Bottle Bag is engineered around a single 8-ounce bottle capacity and uses triple-layer insulation with freezable gel built directly into the bag walls. A semi-collapsible frame simplifies freezer storage, and an adjustable seatbelt-style strap with side-release buckle allows attachment to strollers and diaper bags — a design choice aimed squarely at the daycare commute and travel-with-infant use case. The outer shell uses 290T twill with a water-repellent coating.
The Freezable Napa Wine Bag targets the gifting and entertaining channel, fitting a standard 750ml bottle up to 10 centimetres in diameter. Soft heather fabric, a PU leather handle and lid, and a magnetic snap closure give it a premium shelf presence. An antimicrobial, food-safe interior lining and flat-fold freezer storage frame it as a reusable challenger to single-use wine gift bags — a positioning with clear appeal to eco-conscious consumers and specialty beverage retailers looking for branded gifting options ahead of the holiday season.
Strategic Context
"These two new products bring that innovation to entirely different occasions — from parents who need a dependable way to keep a baby's bottle chilled while away from home to consumers looking for a stylish way to keep their favorite wine cool wherever they're headed," said Michelle Bowes, VP of Brand + Marketing at PackIt.
The dual launch reflects a strategy common among accessories brands with proprietary technology: leverage a core patent — here, ECOFREEZE® gel-wall cooling — across adjacent lifestyle categories to expand total addressable market without fundamentally retooling manufacturing. For food and beverage operators, the baby bottle bag touches cold-chain compliance concerns familiar from the breast-milk and formula transport segment, while the wine bag speaks to the growing premium picnic and outdoor dining market that beverage brands have cultivated aggressively since 2021.
PackIt's expansion into parenting and beverage accessories also intersects with trends tracked across the broader beverage packaging and cold-storage category, where reusable, ice-free solutions are gaining share against foam and single-use alternatives. For foodservice and grocery buyers evaluating the gifting aisle, the Napa Wine Bag's $32.99 price point positions it as an affordable premium item suitable for seasonal endcap and impulse merchandising strategies.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
