What the Heck Is cheap horse feed?

http://www.montgomerynewsheadlines.com/news/story/555500/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 comfortable digestion, hind gut health and better nutrient absorption