For what it's worth, so far it's held up just fine in my EDC work bag (shoulder bag, professional looking) inside a quart-size freezer Ziploc. Again, I'd carry it unprotected for a better test but I'm very leery of getting enchilada sauce inside my bag!
The bag was stuffed right next to where my home and work keys hang inside the bag on short "leashes", so there were pointy metal things poking around in the area.
I can see this being a great source of both fluid and flavoring for a packet of quick-cooking rice or some other plain staple if you're carrying that, or a lot of extra flavoring and some of the fluid for a dehydrated meal. I could see popping one or two of these into a BOB for variety if you're so inclined and can spare the room/weight, or using this in a bug-in food supply.