I managed to sneak this into the trolley yesterday at Morrisons!
and yes, you really do get 10 packets of seeds (although I got 2 x cauli and no carrots), seed labels and pencil, wall planner and DVD (Feb episode of the Victorian Kitchen Gardener).
the mag is half info and recipes for the seeds, and half basic veg growing info aimed at the beginner – I don't think there's anything in it that you wouldn't find in GYO or Kitchen Garden.