Pure Ice..Pure Cooling Power. Nothing beats 100% ice made with pure water for cooling power. And 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.