This is basically own-brand Muc-off from Halfords. Like all own brands, it's a bit cheaper - about 10 per cent less than Muc-off, for a one-litre bottle with a spray-trigger like this.
I tested both on my road bike and mountain bike. Road bikes aren't usually too bad in spring/summer, but I'd taken the mudguards off and found myself riding down a spring, rain-soaked lane that seemed to consist mostly of cow shit. Both bikes were thus the kind of jobs that bike cleaners hate. If I'm honest, apart from the colour of the liquid I couldn't really tell any difference between the two types of cleaner: both did a good job in loosening mud, grime, etc, and were much more effective than a hosepipe wash alone. The Bikehut cleaner is non-acid based, like Muc-off, and won't damage your bike. But, Muc-off is 'environmentally friendly and biodegradable', and as the Bikehut cleaner makes no such boasts, I have to conclude that it isn't. So I'll stump up the extra 50-odd pence for Muc-off.