I saw this displayed by the counter the other day and decided to try one. Rolls are packed individually in plastic pillows just like their other small items. I had mine served with a glass of iced water.
A thin stick of cheese inside a roll of sweet bread... true to its name. I wish it had more cheese, though.
It is similar to Mulach's Megamelt Cheese Ensaymada in taste with just the right sweet-saltiness in every bite. However, they are also similar in texture, one quality of the bread I didn't like much in both brands. The bread part is too soft and too moist. Almost too chewy like it needed several more minutes in the oven.
I find one serving bitin. For the hungry, one piece would definitely be not enough. Two will do.