It looks like they confused some form of (Zippo) lighter fluid with "Zip Military Cooking Fuel" which is some form of "Fatty alcohol" (methyl decanoate)
BCB apologises for any confusion caused in publishing on our website and in our marketing materials, inaccurate quality and performance comparison tables with Zip Fuel; our tests were in fact performed on a different product. For clarity, Zip Military Cooking Fuel is not a fossil fuel, the fuel itself is not toxic and we understand it is safe for wildlife and is air transportable
They also say
​✔​​ ​High calorific value​ (approx. 28,000 kJ / kg)
which makes it some kind of Sterno(gelled ethanol, approx 12,468 btu/lb ), fondue fuel, fire starter gel...
By my searching, the cost of 250mL of this fire dragon fuel is £5 (British pounds)
previously Am_Fear_Liath_Mor said he gets a can of sterno for £0.75
So fire dragon fuel £5/ sterno £0.75 = 6.67 more expensive
So generic sterno is 6.67 times cheaper than fire-dragon-sterno for about the same amount of btu
That is very expensive
Also consider that for £5 (about $8.17 usd) you can get 6lb vegetable shortening (crisco $8.98) which is about 95,000 BTU (versus about 5,500 for a can of sterno)
If worried about bears mix some cayanne pepper into your sterno candle
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