Yes, I have heard of, and used this food for treats. There are two names for the product - Deli Fresh and Fresh Select (or something like that). The food is decent and I like to use it as treats. In fact, they actually are making treats now, too. I have bought those, as well. My dogs like it. I haven't used it as food, per se, just treats. I actually like them better than Natural Balance rolls. They don't last long tho', because they are a kind of fresh product. You have to keep them refrigerated.
They seem to be cheaper than Natural Balance rolls, too. Look on their website, it's informative about the product.