I decided to have a look at the Koolstop website to see who the UK distributor is. I haven't visited the site for years and on the landing page, came across this strange gadget.
It took me a while to figure out what it is and it turns out to be a brake pad for caliper brakes. Yup, the world's first flying saucer caliper brake pad. They're made from the Salmon compound mentioned here. However, a company with a patent on a good rubber compound doesn't necessarily understand the science of braking. Don't believe the blurb that claims these pads stay cooler because of the cooling fins. The coloured discs you see behind the round rubber pad are apparently just that, cooling fins.
Brake compounds don't work that way and you cannot cool them from behind. This is because the heat that's generated when you brake is generated in the softer of the two materials, in this case the rubber. The heat is not generated in the rim, just the rubber. However, the rim heats up because the rubber pad passes the heat on to the rim by contact. Just the rubber's surface heats up from pulling and flexing and breaking of the molecular bonds in the rubber. Rubber is a good insulator so the heat doesn't travel backwards to the cooling fins but forwards into the aluminium. The only way to run cooler brakes (as if that's a problem) is to have more airflow over the wheels or use deep section aluminium rims. No amount of cooling fins insulated by rubber will do the job.
Nevertheless, salmon compound is the bees knees. Being a conservative, I would just opt for the standard rectangular pads though. Why fiddle with something that works?