Very cool, but over priced. I can build as good or better into an altoids tin for a lot less.

I found the specs on it:
# Plain Mint Cake (85g)
# OXO Cube
# Snickers Bar
# Coffee x 2
# Milk x 2
# Sugar x 2
# Solid Fuel Tablets 40g
# Book Of Matches
# Poly Bag
# Water Purifying Tablets x 6
# Whistle
# Pencil
# Survival Instructions
# Wire
# 6 x Sweets
# Button Compass

I'd start with an Altoids tin and theoretically put in:
6-8 jolly ranchers
A cut down oven bag for water
A tiny vial with 18-20 water purification tablets
2-3 tiny chocolate bars (dark, less melty) or maybe walnettos
3-4 tea bags
2-3 true lemon packs (crystalized lemon juice, great stuff in tea and it kills the water purification tablet taste)
4 sugar packets (does anyone know of where to get individually wrapped sugar cubes?)
2-3 bullion cubes
3-4 lacquered matches, with striker, in a zipper bag
25-30 feet of 20 test braided spectra fishline on a trimmed embroidery floos card
2 needles and 6 fishhooks taped to the inside of the tin
And maybe a square of aluminum foil, folded flat and pressed thin

That's a theoretical. I might try my hand atmaking this guy this weekend.

But, if I have this guy (deignated Pocket Rations Kit, or PRK), I already have my PSK, PMK and PAK (pocket auxillery kit) with me, and/or my bigger survival tin.