I agree, it does sound like teething.
The JWB rep once told me to put some hot (not quite boiling) water on it, just enough to cover the bottom couple of layers, and then let it stand for a couple of minutes.
It's meant to bring out the flavour and definatly smells good! My lot love it done that way and the soft bits may help on sore gums and encorage him to eat a bit more.