Pure Ice..Pure Cooling Power. Nothing beats 100% ice made with pure water for cooling power. Water (when frozen), actually absorbs 35% more heat, pound for pound, as it thaws than chemical gels. That's why we use water. It just works better and is simply the best. That is also why no other brand outperforms FlexiFreeze Freezable Coolers - the only coolers with real, purified ice built right in. A blanket of ice surrounds your food and beverages keeping them refrigerator cold for optimal freshness, safety and taste. Say good-bye to "blue goo", leaky baggies of ice and inconvenience forever. Say hello to FlexiFreeze, the cold without the wet.