It is me once more,
Let answer me myself, maybe someone find it useful. This is Configuration >Shopfront> "Show product customfields in browse views" ON.
Now I see, how it works. One should publish a new string-type customfield in "ontop" position. Use it in product, as a new CF with a caption "new" or "hot". JA /products.php Sublayout will render it.
I got it partly from various threads, so more deduction based than sure. Any Jomlart tutorial desired...it will dispel all doubts.
