I buy these at my local supermarket. They look like the same thing.
https://m.media-amazon.com/images/I/818sA00cFTL._AC_SL1500_.jpgA few minutes ago, I tore the wrapper off of one, snapped the small block in two - which could easily be done with wet, cold fingers - and rubbed the broken ends together until I had a small pile of coarse dust. Again, should be easy even with wet cold fingers.
One strike with a small ferro rod and the dust, and the two halves, ignited with a hot flame.
Easy.