We carry this at the Spice House, if you ever want to taste it, we have a sample jar out. It is really amazing stuff, as soon as you taste it you will think of a dozen things you could use it for. The main reason people buy it is that it works great when mixed with water to create tomato paste in a recipe that calls for a small amount such as a tablespoon. You just mix up the required amount and put the rest of the tomato powder in the fridge, no messy tube.
I am not a big fan of paprika so in circumstances where it is used for color, I always substitute tomato powder. Deviled eggs, for example. We also have a few Weight Watcher Leaders customers in our area that recommend it to their groups as a great way to add flavor to veggies or salads, even baked chicken, without fat. A handful of restaurant chef customers of ours add it to pasta dough too, makes it a lovely orange color.