The Ice Cube is designed to meet the needs of both consumers and retailers. The unique cubical shape is remarkably easy to lift and carry. It has four handles, so it's easy to grasp from any side. The Ice Cube has a smaller footprint, so it takes up less space but still has the storage capacity of a traditional cooler. Holds 75 12 ounce cans. The lid features a built in storage compartment for keys, cell phone, etc. as well as two molded cup holders and a custom designed food tray that locks in place.