When I did my last Tesco shop, they substituted a box of normal Felix for this, I didn't think the boys (well Jess) would touch it as they are quite funny about new food, Jess won't eat anything other than Felix.
Anyway I tried them on a pouch of it this morning and they loved it. There must be something in Felix though that makes Jess want it.
I however didn't like the smell or look of it but I'm not eating it.