Dogs and cats are much more than just pets. They are loyal members of the family, whose well-being is a top priority for their owners. However, choosing the right food for a four-legged friend can often seem extremely difficult amid the multitude of brands and ingredient lists. Lidl is now bringing clarity to pet care: effective immediately, the company is launching “Max & Mila’s World.” This is a new, simplified product line for dogs and cats available in all Lidl stores. With three clearly defined quality categories, transparent ingredient labeling, and modern design, Lidl offers exactly what pet owners are looking for: a reliable point of reference that makes choosing the right food a breeze.
Three clearly defined quality categories, a well-structured product range, and an attractive, uniform design ensure quick and easy browsing of pet care products on Lidl store shelves. Transparent details about ingredients and quality features build trust and help customers find the right food more quickly. At the same time, the brand combines high-quality products with excellent value for money, making everyday food and care products accessible to all pet owners.
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An easy choice for pet owners—quality at Lidl prices
For many people, pets hold a special place in the family. About half of Lidl’s customers have a pet, with nearly nine out of ten owning a dog or cat. Expectations for a balanced diet for these four-legged family members are high, which increases the demand for high-quality food and an easily accessible selection of products.
“With Max & Mila’s World, we are creating—for the first time—a unified brand experience across our entire range of products for dogs and cats. This makes it easier for our customers to navigate our physical stores, making the different quality categories in our range clear at a glance. “Lidl’s transparent information, high-quality products, and excellent value for money help pet owners make the right choice for their beloved pets,” explains Sebastian Hein, Head of Brand and Senior Vice President at Lidl Stiftung & Co. KG.
Max & Mila’s World combines needs-based nutrition with cutting-edge expertise: 100% natural recipes with no added sugar or artificial colors, developed in accordance with the guidelines of the European Pet Food Industry Federation (European Pet Food Industry Federation – FEDIAF), Europe’s leading authority on pet nutrition. Whether it’s an optimal balance of nutrients, specialized recipes tailored to life stages, or customized energy levels, Max & Mila’s World provides proven, tailored, and essential nutrition for dogs and cats. At the same time, Lidl remains committed to offering high-quality products at a fair price. With Max & Mila’s World, Lidl is systematically advancing its pet food brand and strengthening its recognition in a growing category.
The brand’s clear structure makes it easy to choose products
At the heart of the brand’s new world lies a well-structured product range featuring three quality categories: Basic, Advanced Care, and Gourmet. This three-tier system is consistently applied across the entire range of dog and cat foods, making the quality tiers and the products’ specific characteristics immediately recognizable. Color-coded packaging, combined with a uniform design at the point of sale and the overall in-store image, further ensures quick and easy identification on the shelf.
The Basic line offers everyday essentials with balanced ingredients and quality suitable for every need. The Advanced Care line is aimed at pet owners with higher standards, featuring increased nutritional value, dried meat as the main ingredient, and products tailored to different life stages and specific needs. The grain-free Gourmet line offers top-quality products with fresh meat as the main ingredient and carefully selected options. The range is rounded out with select pet care (non-food) items for dogs and cats.
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