It's not a new concept, just a new take on the Chimfex, invented in the 50's/60's in the US by a road flare manufacturer with a different formulation focussing on the production of a vapour capable of fie suppression rather than a bright signal flare. The original is popular and apparently effective on Chimney fires for which it was developed.
This new version is multi-class, but is incapable of extinguishing the smallest EN3 test fires (unlike many of the small aerosol can based extinguishers, particularly the BS665 & DIN compliant ones) it has gone through independent testing at an Italian test house, but it had to invent new bespoke tests for it as it can only deal with certain situations.
It can't replace an approved extinguisher, but for certain niche applications may have some advantages.
Plenty of shill videos out there of it's efficacy in certain set up situations, but just as many showing it's limitations - if I really wanted something cheap & small then BS6165 aerosol can extinguishers or DIN approved fire extinguishing sprays, both having EN3 fire ratings would be my choice, not the various sticks, balls and non fire rated sprays that are out there.