Formed from more.
The rule
One rule, since 1990.
Hi Form began with equine nutritionist Antoinette Foster and a conviction that hasn't moved in thirty-five years: if an ingredient isn't good enough for people, it isn't good enough for horses. Every ingredient in every formula is human grade and listed with Australia's TGA for human use. No fillers, no binders, no by-products making up the weight — which is why our crude ash figures read like typing errors. The rule costs more. It was never up for negotiation.
How we make things
Our formulas are blended in a HACCP-certified, Feedsafe-accredited facility in Australia and made just-in-time — so your tub was made recently, not warehoused patiently. Each formula is built as a synergistic whole: ingredients chosen for how they work together, never a fashionable hero with a supporting cast. And every level is printed on the label, because we'd rather you compared than believed.
One nutritionist, one conviction
Our journey starts with a simple idea
In Australia, equine nutritionist Antoinette Foster starts Hi Form with a rule that still governs every tub: if it isn't good enough for people, it isn't good enough for horses. Human-grade ingredients, no fillers — formed from more, from day one.
The formulas prove themselves
Patents, not promises
The early formulas earn their stripes on Australian yards and racetracks — ProflamAid Plus is patented, and veterans of that circuit still call it P+. The range grows the slow way: one well-made formula at a time.
A meeting at Spoga
The aisle that changed everything
At the Spoga horse fair in Cologne, Alice meets Hi Form — and can't understand why nobody in Britain can buy it. The labels do the convincing; the horses confirm it.
Hi Form comes to Britain
Hi Form UK is born
The first shipments land and British horses meet Oxydane. What starts as a few boxes becomes a business built the Hi Form way: advice first, sales second.
Never run out
The subscription begins
The monthly pouch service starts — fresh, just-in-time batches through the letterbox, so the daily essentials simply never run out. Many of those first subscribers are still with us.
Ask us first, buy second
Advice becomes the front door
The free nutrition advice form goes live on the website, turning what Alice was already doing by phone into the heart of the business: a practitioner-led look at your horse, your forage and your routine — even when the honest answer is "you don't need anything new". Thousands of conversations later, it's still free, and still the best place to start.
Out from behind the desk
A new chapter
Ownership stays in the family: Martin Matthews takes on ownership and oversight of the business, while Alice does what she's always loved most — front of house, looking after customers, answering the advice line, and turning up at the shows. Same formulas, same standards, same faces where it counts.
Advice first
We'd rather advise than sell.
The busiest thing we operate isn't the checkout — it's the free nutrition advice service. Practitioner-led, no obligation, no script: tell us about your horse, your forage and your routine, and we'll tell you what's actually needed. Quite often the answer is "less than you're currently feeding," and we consider those our best conversations. It's how Hi Form worked when it was one nutritionist and a kitchen table, and size hasn't changed the manners.
The people
Family-run, yard boots not office shoes.
Hi Form UK is family-run: Martin Matthews owns and oversees the business, while Alice — who first met Hi Form at a Cologne trade fair in 2015 and refused to leave without it — is where she's happiest: front of house, answering the advice line, and at the shows. Everyone here has horses of their own, which keeps the advice honest and the standards personal.