This didn't seem quite serious enough for UK, but it's kinda neat.
Big Bad Wolf could not be reached for comment.

And as Insulation seems to have become my Special Interest at the moment, I dug into the material a little more.
It's supposed to be installed 400mm thick.
It has a transmission value of 0.12WMK. So 400mm on the outside of the house is equivalent to...150mm of glassfibre or 75mm of cellotex.

As it's vapor permeable, it shouldn't have any of the damp issues poorly installed insulation suffers from.

So, if you can get away with the look, and have the space outside, it's a pretty cool (/warm) material.