This set came out last month but today was the first time I saw any. I picked up 3 8-card packs at Target for $2.99 each. I like the cards enough that I'm considering buying a hobby box.
In the brief bio on the back of the cards, a mention is made of the player's claim to fame in his home town, thus the name Hometown Heroes. It's a 300-card set printed on a nice white card stock. Nothing fancy about them except for the bold graphics. The cards feature current and retired players and rookies. About half of the 22 base cards I got are retired players. Some of them are players I've never seen on a post-career card, like Garry Templeton and Pat Tabler.
There are two complete parallel sets, "Hometown Heroes States" and Hometown Heroes Zip Codes"
There are a bunch of 10-20 card insert sets. I got 2 of them. With the Zip Code card, I got one insert per pack.