Apparently the idea was you were supposed to feed it to your cat. It didn't catch on, unsurprisingly.
When I see such products, one word "pops" (ha ha horrible pun time) into my mind: WHY? Then again, I've seen companies push out more ridiculous product. My cat wouldn't touch the stuff.
for about a year or so this one is quite popular here: "cold pussy" on the glass: "cold pussy? red wine cola stuff. tastes good"