Atlanta Arms announced they are now selling a new line of ammunition called Target/Defense. These handgun rounds are designed to be inexpensive enough to train with, yet still be effective at stopping an attacker.
The bullets used in these new loads are jacketed hollow points (JHP), though the exact type/brand is not stated. I have frequently seen Hornady XTP bullets loaded by third party manufacturers for this purpose, and it is possible that is the bullet used in this ammo.
Initially, loads in .40 S&W and .45 ACP will be available. The company’s web site also shows entries for .380 ACP and 9mm, but those are not yet ready to ship. A box of 20 rounds carries a MSRP of $14.49 for the .40 S&W and $14.99 for the .45 ACP.