What the Heck Is cheap horse feed online?

http://www.coastalnewsnow.com/news/story/603272/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, hind gut health and better nutrient absorption. A reduced-starch high-fibre formula with natural ingredients to help maintain calm digestion and overall wellbeing.