I picked up my online order of 12 bulbs this week. There is confusion on the part numbers. After inspecting mine, I believe all bulbs are second generation bulbs. YMMV at other stores though...
I found this page with a great listing of all Hue part numbers and also FCC documents identifying the bulbs:
While the box is brown (FF) indicating Frustration Free packaging, these are new bulbs.
The part number on the box is 432690 , which is marked as FF in the link, but shows as a generation 1 bulb.
After unpacking the bulbs, I could verify the marks for model number: 9290002579A which aligns with the second gen bulb. Also the FCC documents on labeling for the second gen bulbs match as well.
FCC Document: https://apps.fcc.gov/eas/GetApplicationAttachment.html?id=2875252
Specifically - Front of bulb is marked with "Hue White and Color" which was not on the 1st gen bulb. Also the model and FCC ID matched the 2nd gen bulb.