Anyone try the new Ideal Balance by Hills? Maker of Science Diet?

We're going to transition our 7 year old pup to a senior / mature adult kibble so we thought we'll switch brands now. Someone on the other thread mentioned a grain free food really helping with their dog's itchiness. The new Ideal Balance line is supposed to be corn and grain free.

We're trying Chicken and Brown Rice for mature adults.
http://www.hillspet.com/ideal-balance/ideal-balance-dog-food.html
A 30lb bag is ~$47 on Amazon S&S.