What the Heck Is cheap horse feed?

http://www.hartfordnewsreporter.com/news/story/560527/with-half-of-britains-horses-overweight-bifid-launches-grainfree-lowsugar-feed-for-the-nations-gooddoers.html

Gentle horse feed for sensitive stomachs, designed to support gut comfort, hindgut health and efficient nutrient uptake. A reduced-starch high-fibre formula with natural components to help maintain calm digestion and overall wellbeing.