I don't think the product the OP is looking at is a thick coating like K-Rend, it just looks like tins of paint to me.
Sorry, not disagreeing with you, but a quick look at the product flags up many caveats.
Not suitable for buildings over 11m (possibly because they cannot afford to pay the vase sums required for the validation).
They refer to their product as being "breathable" but then say do not use it over lime based render.
I have no experience of the product, but, yeah, I am a natural born cynic.
