Not new at all - Irazola Tekno driver.
Been around for years. Latest examples I saw were marketed as ‘Bahco’ Tekno drivers.
They’re ok if you like soft grip handles. Certainly a big handle, which some may prefer. Like most soft handles they’re impossible to wipe off, so they pick up dirt and grit. Work well in a clean environment, much less so in a garage.
Like the colour coding - different for slotted, Pozi, Phillips, Torx, Hex, nutdriver etc. Don’t know why every manufacturer doesn’t do this!
Wouldn’t pay any premium for these over the regular Williams USA drivers, which have to be about the best deal out there!