Soft-sided insulated container with lid fitting

A soft-sided insulated container, comprising:

• a soft-sided insulated body defining an insulated chamber therewithin, and a lid hingedly mounted thereto, said lid being movable between an open position and a closed position relative to said insulated chamber;
• a securement by which releasably to retain said lid in said closed position;
• said body being movable between a collapsed configuration and an expanded configuration;
• said lid being hingedly connected to a rearward portion of said body, and, when said body is in said collapsed configuration, said lid being foldable over said body whereby a distal portion of said lid extends in front of said body;
• said distal portion of said lid includes a rigid member running along a margin thereof most distant from said rearward portion of said body;
• said rigid member having at least one retainer defined therein, said retainer including a rigid well that protrudes inwardly of said lid relative to said insulated chamber when said lid is secured in said closed position, and a rim that stands outwardly of said lid.

A soft-sided insulated container comprising:

• a soft-sided insulated body defining an insulated chamber therewithin;
• a lid, said lid having a proximal portion hingedly mounted to a rearward portion of the soft-sided insulated body;
• said proximal portion of said lid being non-rigid;
• said lid having a distal portion most distant from said rearward portion;
• said distal portion having a rigid fitting extending therealong;
• said rigid fitting occupying a minority of said lid.