The above is being branded as the Igloo Recool, an green cooler constructed from 100% biodegradable materials. They are $10 each and will be first on sale at REI stores (or online) before going full main stream.
According to Igloo, the “Recool is a hard-sided cooler made from a mix of paraffin wax and recycled tree pulp.” It can keep ice icy in the 12 hour range and has handles and cup holders as features.