Colt loaded this round as the ".38 Colt New Police". They just didn't want to put another manufacturer's name on their gun. (For the same reason S&W doesn't spell out what ACP means). The only difference was the New Police was a little more "blunt" and had a slightly larger metplat. Colt claimed this was an improvement.
However, and a big however, it hasn't been loaded under that name in many years. Probably worth several times the value of a box of .38 S&W to a collector. Maybe not, but it will be ancient.
Easy to load. Cast boolits forum will have a lot of information on this cartridge. Welcome to the S&W addiction. The only one better (and deadlier) is nicotine.