It is a Tungsten alloy, made up of mostly Tungsten, Nickel and iron to come up with a density slightly greater than lead.
Big advantages are
1) "non" toxic (whatever that means almost any substance is toxic when ingested in quantity or errantly Table salt is toxic as an example).
2) one of the few non-toxic alloys that has as much or more density than lead - carries its energy well to the target.
3) for smaller projectiles that shed precious energy rapidly - like shot AND where hunters are forced to use non-tox it does as good as lead or better for not shedding energy. Example steel shot sucks at range because less dense steel sheds energy more rapidly than lead.
4) bird / shot hunters need good dense ammo that is non-tox.
On larger projectiles, like slugs or buck - Where lead is commonly still employed - I'd say the juice isn't worth the squeeze. There is some performance gain, but not necessarily going to get you much unless you are in a non-tox ammo location.
Lead slugs are huge and don't shed that much energy - their weakness is that if lead alloy is too soft, they don't penetrate well and mushroom too quickly on large game - an alloy that makes it "harder" (lead with antimony,+tin) and allows better penetration is more of an advantage than soft but denser lead. Density is only part of the equation.
Nontheless its interesting and I would like to see a slug gel test of the new Federal stuff anyway.