Lidl launches new private label for dogs and cats

“Max & Mila’s World”: that’s the name under which Lidl is rolling out a revamped line of dog and cat food in all its stores. With three quality lines, 100% natural recipes, and transparent labels, the discount retailer makes it easier—and more affordable—to make the right choice.

Three quality levels

About half of Lidl’s customers have a pet, and in nearly nine out of ten cases, that pet is a dog or cat. This illustrates the importance of a strong private label in this category. Max & Mila’s World offers 100% natural recipes with no added sugars or artificial colors, developed in accordance with the guidelines of the European Pet Food Industry Federation (FEDIAF), the leading authority in the field of pet nutrition.

Shoppers will find three quality levels in the product line. “Basic” is designed for everyday essentials with balanced ingredients. Advanced Care is for pet owners with higher standards, featuring greater nutritional value, dried meat as the main ingredient, and products tailored to different life stages and specific needs. Finally, the grain-free Gourmet line delivers premium quality with fresh meat as the main ingredient and carefully selected products.

Consistent brand identity

Color-coded packaging, combined with a cohesive point-of-sale design and a consistent in-store look, ensures faster navigation on the shelf. The product line is rounded out with a selection of non-food items for dogs and cats.

“With Max & Mila’s World, we are creating a unified brand universe for our entire dog and cat product line for the very first time. This makes it easier for our customers to understand the differences in quality within our offerings at a glance. Transparent information, high-quality products, and Lidl’s signature competitive pricing help pet owners make the right choice for their dog or cat,” explains Sebastian Hein, Head of Brand and Senior Vice President at Lidl Stiftung & Co. KG.