Lidl Consolidated Pet Products Under New Brand
The retailer has reorganized its pet supplies into three distinct quality tiers to simplify shopping for your cat or dog.
Updated on Sept. 30, 2026 in Pets — General
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Lidl has launched a single brand called Max & Mila's World for all its dog and cat supplies. This new range includes pet food, accessories, toys, and hygiene products across three quality categories.
Why it matters
The rebrand aims to improve in-store navigation for pet owners by simplifying product choices and strengthening trust. It clarifies the composition and quality of items available for your household pets.
The range is divided into three tiers: Basic, Advanced Care featuring dried meat, and Gourmet featuring fresh meat. All food products are formulated without artificial colours or added sugar and meet 100% of European Pet Food Industry Federation specifications.
The players
Lidl
An international discount retailer known for its private-label goods and expansive grocery operations across Europe.
European Pet Food Industry Federation
The trade body that sets nutritional and manufacturing standards for pet food products across Europe.
The details
Lidl uses color-coded packaging and cohesive design elements to help shoppers distinguish between the Basic, Advanced Care, and Gourmet tiers on the shelf. Products are categorized by their specific ingredient compositions and intended health benefits to make it easier for owners to match food choices to their pets needs.
Timeline
September 30, 2026: Lidl announced the new Max & Mila's World brand.
The Home Front
This consolidation reflects a broader retail trend toward simplifying private-label portfolios to clarify value tiers for household shoppers. It aligns with standard industry efforts to standardize product quality metrics under recognizable house brands.
Look for the new color-coded packaging on your next shopping trip to identify which tier best fits your budget and your pet's dietary needs. Check labels for specific ingredients like fresh or dried meat to ensure they meet your household's quality preferences.
The takeaway
Simplifying your pet care routine begins with understanding your preferred product tier and its specific nutritional benefits. Next time you visit the store, note the new color-coded packaging to quickly locate the quality level that matches your pet's needs.
Further reading
Learn more about selecting appropriate nutrition for your animals in our Pets — General section.
Source note: This article includes information reported by Cyprus Mail.
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