Scratch-n-sniff postage stamps in New Zealand

The New Zealand postal service just introduced a scratch n' sniff postage stamp (although they call it a scratch and "smell" stamp, since I guess they've decided us Kiwis don't "sniff"). It's a 45 cent stamp (the normal rate for sending a letter) that gives off the scent of New Zealand-bred magnolia when it's scratched.

The only draw back is that it's only available as part of a presentation pack of all 5 flower stamps. I've had a good go at a normal over-the-counter book of ten 45 cents stamps, and I'll I get is the faint aroma of offset lithography.