The technology uses a camera that compares the food that is being scanned to a large, expandable database of products. The video below shows the technology in use. It appears to be about as fast as a regular barcode scanner – but as it is reading the object instead of a barcode, it should eliminate those annoying unreadable barcode situations.
The technology effectively kills a lot of birds with one stone. Stickers on fruit, delays when staff having to look up a price on a product, and probably the staff manning the supermarket checkout themselves – as this seems like it might be destined for self-service aisles where you have to scan your own food.