Hi Theodorin,
I too have heard of that product. I have not worked with it specifically, but the company I work for, used that type of product in the expanded building project.
I also can't speak to the availability or price of some of these products, but here are some options that are way better than the pink fiberglass or foam.
Sheep wool batts - can be expensive, treated for bugs and fireproof, does maintain insulation value after drying out if it gets wet.
Blown in cellulose - (available at big box stores) generally made from recycled newspaper or blue jeans. treated for bugs and fireproof. Settles over time... not too bad for attic, but walls maybe not. Not too bad for cost, but can be messy to install. Does not maintain value after it gets wet.
Mineral Wool (rock wool) - (available at big box stores) made from slag from the steel making process. Fireproof and bug/rodent resistant naturally. Installs the same way as fiberglass, so it doesn't throw off builders who are not familiar with the process of other types of insulation. does maintain insulation value after drying out if it gets wet.
Hemp batts - made from industrial hemp fiber (no relation to its cousin plant which is so controversial). Not as familiar with this product, but I've heard good things.
Mycelium insulation - grow your own insulation :), check out this thread about a door, using this type of insulation.
https://permies.com/t/myco-door
Hempcrete - my personal favorite, uses industrial hemp fibers mixed with a lime based morter to make a monolithic wall. Its not insulation for the wall, it IS the wall. Provides insulation, helps with humidity, is fairly fireproof, carbon negative, rodent and bug resistant.
Hopefully this will help you go down a rabbit hole about more natural insulation :)