I wouldn't go as far saying that the product is bogus, I personally have some experience in the field and even a single comparably low-power UV LED can be quite effective at sterilization. So their claims sound quite reasonable. However, I would not even want to go to the same country those things would be used in regular households because they just ask for accidental corneal damage.
The more probable answer might be that they're not using actual UV light, but rather intense blue light at around 415 nm, which also works as a disinfectant because it exerts phototoxic effects in many microorganisms. It also isn't as dangerous to the eyes, because you can simply look away as you'd do with any other bright light source. There's still an accumulated damage to the retina so I wouldn't be putting that in my fridge anytime soon.
And how'd you know, just read the Kickstarter comments:
We are waiting on exact wavelength data from our engineers, but we expect the Orb to peak around 405nm, just outside UVA range.
Note that we are FDA Cleared to produce Class II Medical Devices, and we have been producing devices that kill acne-causing bacteria for many years. These devices use 415nm blue lights that are medically proven to kill bacteria. Our 405nm Orb lights should be even more effective. Note also that dermatologists (doctors) have been using blue light therapy for years on acne.