I bought this bag for a recent trip to the beaches of Florida. What attracted me to it was the addition of the insulated area inside the bag. I spend all day on the beach, and always throw a water bottle in my beach bag. The inside insulated area has a little "sleeve" to slip a bottle into. It did the job to my satisfaction as far as not having hot water after a long day on the beach in hot temperatures. I did not add any additional ice pouches only because I did not have the need, but you certainly could. I would say you could fit a lunch in there for one or two people. It is certainly not intended to accommodate a family for the day.The insulated lining is pretty thick. Additionally, the bag itself is great quality, a generous size, and attractive. I ordered the Inkwell design (which I see is no longer listed). I had plenty of room for my small purse, speaker, 5 lotions, and two rolled up towels. I've been a beach bag user for years, and I highly recommend this one.