What the Heck Is native pony maintenance feed UK?

http://news.livewirereporter.com/story/559710/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, intestinal health and easy nutrient absorption. A reduced-starch fiber-rich formula with natural ingredients to help maintain calm digestion and general wellbeing.