A bit of design thinking may have just perfected the ice-making process—and banished the cube forever. An innovative new ice cube tray promises ice cubes in just 10 minutes, a fraction of the time it takes to make boring, square cubes.

FreezTHAT! uses a cooling gel sealed inside food-grade silicon that allows for ice to be made in minutes, in or out of the freezer.

According to FreezTHAT!’s website, “Since the crystalline structure of ice is six-fold, we designed our ice tray as hexagon based on the natural formation of the snowflake.” These geometrical stacking trays take up much less space in the freezer, and require only a gentle twist to release cubes.

You can view an informational video, with lots of frozen treat inspiration on their kickstarter.