Lidl launches Max & Mila’s World pet care brand

Lidl has launched a revamped pet care brand, ‘Max & Mila’s World’, to unify its assortment of dog and cat products. The new private label features three distinct quality tiers designed to provide transparency and simplify the shopping experience for pet owners.

The product lines include ‘Basic’ for everyday essentials, ‘Advanced Care’ for higher nutritional value featuring dried meat, and a grain-free ‘Gourmet’ line that uses fresh meat as a primary ingredient. The recipes are 100% natural, containing no added sugars or artificial colors, and are developed in accordance with the European Pet Food Industry Federation (FEDIAF) guidelines.

Sebastian Hein, Head of Brand and Senior Vice President at Lidl Stiftung & Co. KG, stated that the unified brand universe allows customers to understand quality differences at a glance through color-coded packaging and consistent design. The range also includes various non-food items for pets.