There are NO stupid questions.
Yes, it is a complete food. It comes in a bag just like kibble. It has a little scoop in it too.
It is tiny jerky squares about the size of a dime.
It is complete and balanced by itself. You don't add anything to it. So it's really just like kibble as far as opening the bag and throwing it in the bowl. But it's actually a dehydrated raw meat product. It's very unique and although it's expensive, I think it's definitely worth it.
I will tell you that Brody is picky about his ZiwiPeak though. He likes it to be fresh and chewy. If you accidentally leave it unzipped (has a ziplock closure on top of the bag), it can dry out and get rather stale. Then he doesn't like it as much. So since a bag lasts a LONG time around here, I portion it out into ziplock sandwich baggies and freeze. Then just take out a baggy as needed. It stays super fresh that way.
I know lots of performance people who use it as treats/bait. It's really a great product, you should definitely try it.