I bought a litre of this last year as an experiment.
It smells, tastes and burns (in a Trangia) exactly the same as meths, which isn't surprising, as it's also an ethanol/methanol mix with (disappointingly) bittrex added. The main difference seems to be the absence of purple die.
FWIW laboratory-grade methanol (which is fairly cheap in quantity, being a component of biodiesel) is bittrex-free, and burns well in a Trangia, but you don't get as much heat as with ethanol. For completeness, IPA (2-propanol) is hard to light and burns hot and flamy. I don't recommend it.
They all smell like alcohols, of course, but the combustion products should be odourless. That's presumably what the marketing spin is referring to.
TBH, if I wanted a heater for car camping, I'd be going for LPG.