I thought that on the uk roads rear faceing lights needed to be red. ?

Good point Bikerbaboon.

According to the Road Vehicles Lighting Regulations 1989, as amended, additional lighting on pedal cycles is permitted under certain conditions:

* It must not dazzle other road users

* It must be the correct colour (white to front, red to rear)

* If it flashes it must conform to the required flash rate

However, this does not apply to the LumiPAC given that it is not part of the bicycle. Again, reflective strips on clothing etc aren't commonly red on the rear either.

... well it was designed by New Zealanders :P

Really though, I think it's a superb idea much in the same way how reflective tyres do more for a rider/commuter than the orange spoke reflectors.

It's all about surface area in my mind, in which the more someone can see the more they take notice. 1/2 watt LED lights are a god send but it's still only one small point of light. Also, since the blue is a bit different I think it helps get attention. Also not quite as ugly as fluro safety vests and probably a lot more comfortable (their other products) to wear for activities like cycling.

Is it really worth £40-45, though? I want one, but not at that price.

I agree this does look a lot nicer than fluro bag covers. However, even with: a fluro bag cover with 3m reflective, a fluro gillet, a backupz on the helmet and seat post, a bright steady rear light with trad reflector, and all sorts of other reflective bits on me and my bike there are still idiots out there failing to see me.

It doesn't matter what you do, if you cycle down a road where motorists don't expect to come across a cyclist you might as well be wearing black. Maybe the first driver in a line of traffic will see you but somewhere down the line they fail to pick out your lights from the tail lights of the traffic they're following.

On my 15 mile commute, mostly down country roads, the average is for about three near misses a week. I'm not sure a lumipac will change those odds?