YETI intros the Hopper M30, the latest evolution of its genre-defining soft cooler

The third incarnation of YETI's beloved Hopper line looks to be the best yet
oliver white yeti m30 hopper soft cooler
Photo: YETI

It's been 5 years since YETI introduced it's Hopper series of soft coolers which, much like the roto-molded hard cooler Tundra series that turned YETI into the 500 pound gorilla it is today, redefined what any of us could rightfully expect from a cooler. The Hopper was also YETI's first serious foray beyond what was then its bread-and-butter Tundra line, and the subsequent success of the Hopper lineup no doubt sparked YETI's willingness to keep churning out gleefully over-engineered new products—insulated cups (Ramblers), waterproof duffels and backpacks, beach chairs and even buckets!—that continued to make us wonder how we managed to settle for lesser versions all these years.

Not content to rest on the laurels of its success with the first Hopper series, YETI introduced version 2 of the Hopper in 2017. Though it may have looked similar, version two was a considerable leap forward in usability thanks to little more than a zipper design change. The second incarnation of the Hopper was a boatload easier to get in and out of, held more and was easier to clean.

Along the way, YETI expanded its soft cooler lineup with a bevy of variants—the box-shaped, more diminutive Hopper Flip series and even a "Backflip" version that was larger and built to function like a backpack.

Now, half a decade since the first Hopper hit the market, YETI is back with another evolution of the series—this time dubbed the "M30" (spoiler: the "M" is for magnets).

Much like the evolution of the Hopper 2 over the original, the YETI Hopper M30 seems aimed at improving the usability of the already user-friendly Hopper Two. Rather than another zipper re-design, this time around YETI has ditched the zipper altogether. Replacing the waterproof zipper closure is a bigger, badder version of YETI's magnet-driven HydroShield™ closure system—which YETI faithfuls may be familiar with from YETI's Sidekick dry bags.

YETI Hopper M30 soft cooler
Photo: YETI

The HydroShield™closure system is designed to allow quick and easy access to the Hopper M30's interior, to offer an extra-wide mouth opening, to self close, and also be fully leakproof and waterproof when not obstructed by debris. For extra security, the HydroShield™ closure also features two quick release buckles that work in tandem with the magnets to, as YETI puts it, "ensure [the Hopper M30] can withstand being tossed around."

The new YETI Hopper M30 is available immediately through and YETI retail dealers for an MSRP of $299.99.