What the Heck Is EMS horse feed?

http://www.daytimereport.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 digestive comfort, hindgut health and easy nutrient absorption. A low sugar high-fibre formula with natural ingredients to help maintain calm digestion and general wellbeing.