Jim is correct , I was told the same thing when I called BMF a month or so ago . I called them because their website shows everything in stock but no "New Improved Chrome" .
I did an exhaustive search and emailed several vendors that showed "New Improved Chrome" being in stock , they all replied that the sticker actual said "Chrome" and they just haven't changed their websites . Both Hobbylinc and a vendor in Australia insisted that it was "New Improved Chrome" so I ordered a sheet from both places . Guess what ? They lied , I received "Chrome" from them both .