F
fishorama
beat me to mentioning CEC 
But I concur it looks to be like eco-complete, I still use it but it does start as inert, it's not going to feed your plants well at first, so maybe think about adding complete root tabs (macro and micro nutrients, lots are very heavily micro.. read the label) if you will use heavy root feeding plants (say swords or crypts)
I would not believe them about containing bacteria, or instant cycling.. be sure to test frequently just in case or cycle your aquarium as if you were using dry substrate.
Don't rinse, fill slowly over a bowl or plastic wrap or such, your water shouldn't end up cloudy

But I concur it looks to be like eco-complete, I still use it but it does start as inert, it's not going to feed your plants well at first, so maybe think about adding complete root tabs (macro and micro nutrients, lots are very heavily micro.. read the label) if you will use heavy root feeding plants (say swords or crypts)
I would not believe them about containing bacteria, or instant cycling.. be sure to test frequently just in case or cycle your aquarium as if you were using dry substrate.
Don't rinse, fill slowly over a bowl or plastic wrap or such, your water shouldn't end up cloudy