This is a nice exercise in engagement bait.
Self heating food was killed due to Microwaves, much better thermos and hot gas station food.
The question is - why would you need self heating food when you have microwaves?
Why hasn't this caught on in the US?
They've been eating self-heating food in Japan (Bento) for several years now. They are popular in train stations and convenience stores and run between $3-$13 USD.
You pull a string on the side of the box. This mixes water with a chemical (usually calcium oxide/quicklime) in a bottom compartment, triggering an exothermic reaction that produces steam and heats the meal in 5–10 minutes.
Popular varieties include beef tongue, curry rice, beef bowl, steak and seafood options.
Who needs a microwave when you have Bento!
Source: lumadeline (IG)