Dogs and cats are far more than just pets—they are loyal family members whose well-being is a top priority for their owners. However, finding the right meal for a four-legged friend can often feel overwhelming amidst the sea of brands and ingredient lists. Lidl is now bringing clarity to pet care: effective immediately, the discount retailer is rolling out Max & Mila’s World—a new, streamlined brand world for dogs and cats across all Lidl stores. Featuring three clearly defined quality tiers, transparent ingredient labeling, and a modern design, Lidl is delivering exactly what pet parents are looking for: a reliable go-to spot that makes choosing the right food simple.
Three clearly defined quality tiers, a well-structured product range, and an appealing, cohesive product design ensure quick navigation—both on the store shelf and for non-food items in the Lidl online shop. Transparent details on ingredients and quality features build trust and help customers find the right food faster. At the same time, the brand combines high product quality with exceptional value for money, making everyday pet food and pet care products accessible to all pet parents.
Guidance for Pet Owners, Quality at Lidl Prices
For many people, pets hold a special place in the family. Around half of Lidl’s customers own a pet, with nearly nine out of ten being dogs or cats. Expectations for a balanced diet for these four-legged family members are high, driving increased demand for quality pet food and an easy-to-navigate product selection.
"With Max & Mila’s World, we are creating a unified brand world for our entire dog and cat range for the very first time. This makes it easier for our customers to navigate the aisles and understand quality differences within our lineup at a glance. Transparent information, high-quality products, and Lidl’s signature great value help pet parents make the right choice for their dogs and cats," explains Sebastian Hein, Head of Brand, Senior Vice President at Lidl Stiftung & Co. KG.
Max & Mila’s World combines needs-based nutrition with top-tier expertise: 100% natural recipes with no added sugar or artificial colors, developed according to the guidelines of the European Pet Food Industry Federation (FEDIAF), Europe’s leading authority on pet nutrition. Whether offering optimal nutrient balance, life-stage-specific formulas, or tailored energy levels, Max & Mila’s World provides proven, tailored, and vitalizing nutrition for dogs and cats. At the same time, Lidl remains true to its commitment to offering high-quality products at a fair price. With Max & Mila’s World, Lidl is systematically advancing its pet food brand and boosting brand recognition in a growing category.
Clear Brand Architecture Simplifies Product Selection
At the heart of the new brand world is a clear range architecture featuring three quality tiers: Basic, Advanced Care, and Gourmet. This three-tiered system extends consistently across the entire dog and cat food lineup, making quality levels and product highlights instantly recognizable. Color-coded packaging alongside a cohesive point-of-sale (POS) design and overall look and feel in stores further ensure quick navigation at the shelf.
The Basic tier offers daily essentials with balanced ingredients and species-appropriate quality. The Advanced Care line caters to pet owners with higher requirements, featuring increased nutritional value, dried meat as the primary ingredient, and products tailored to different life stages and specific needs. The grain-free Gourmet line delivers premium quality with fresh meat as the primary ingredient and carefully selected items. The range is rounded out by selected non-food products for dogs and cats.
Visit Lidl Cyprus online:
- corporate.lidl.com.cy
- team.lidl.com.cy
- lidlfoodacademy.com.cy
- facebook.com/lidlcy
- instagram.com/lidl_cyprus
- youtube.com/lidlcyprus
- linkedin.com/company/lidl-cyprus
