Looks like an interesting option to be aware of. It is, of course, reflecting IR off the outside and has some R-value through the bubble-pack. I've used that material in a few projects and I snag that reflectix material whenever I find it for free.
A few tricks:
Freeze your water bottle tilted at 45 degrees, with about 10% air inside. Leave the cap ajar. Then the expansion from water to ice won't deform your plastic water bottle as much.
Once you've got your ice-filled bottles frozen and have frozen your food / smoked salmon / sperm sample, put everything in the cooler and put the whole cooler in the freeze. If you have a regular fridge/freeze combo, that's as much as you can do (setting the thermostat lower will freeze your lettuce). But if you have a stand-alone freezer (all Alaskans are required, by law, to have three freezer per household), dial one of them to the coldest setting.
For rather impressive, improved performance, wrap the cooler in a fleece pullover, a trash bag, and then another fleece or pile jacket. I often transport several pounds of frozen salmon 2,000 miles over 8-10 hours, with NO other insulation and it is still soft-frozen at the other end.
Advanced trick: If you want to keep some like ice cream frozen, fill those plastic bottles with 80% water and 20% salt by weight. They will freeze/thaw about 10-15F, and all the brine will have to melt before any of the ice cream melts. You can have frozen (albeit slightly soft) ice cream 6-7 hours from home, based on Doug field test of the cooler. A thermocouple or wireless thermometer lets you track the temperature in the cooler and decide when you HAVE TO have an ice cream break on your road trip.