- Lidl GB is bringing its entire dog and cat range together under one unified brand, Max & Mila’s World.
- It features three clearly defined quality tiers – Essential (balanced nutrition), Advanced (high-protein, dried meat), and Gourmet (grain-free, fresh meat) – with products starting from just 49p.
- Lidl is also launching the first-ever supermarket in-app loyalty program for pets via the Lidl Plus app, offering exclusive coupons, partner offers, bonus content, and a digital welcome pack with a free pet toy.
Lidl is tapping into the UK’s devotion to pets with its new pet care range, Max & Mila’s World. To make everyday pet care simpler, Lidl is bringing together its dog and cat lineup into a single, easy-to-navigate brand.
Rolling out across stores nationwide from Thursday 15th October, Max & Mila’s World brings clear packaging, transparent nutritional details and a straightforward range structure directly to shelves. By combining premium ingredients with Lidl’s low prices – with products starting from 49p – the new brand ensures every pet owner can access complete, healthy nutrition without paying over the odds.
At the heart of Max & Mila’s World is a well-structured three-tier system designed to give pet parents instant clarity on shelf, tailored across distinct choices for pet needs and ages:
- Essential: Balanced nutrition packed with essential nutrients and vitamins for everyday pet health.
- Advanced: High-protein recipes with quality dried meat as the main ingredient, to fuel every stage from puppyhood to senior years.
- Gourmet: Grain-free with fresh meat as the main ingredient, packed with vital nutrients.
Every product across the range carries essential nutrition, formulated with no artificial colours or added sugar.
In a supermarket first, Lidl is also launching the first-ever supermarket in-app loyalty program for pets via the Lidl Plus app. Pet parents who register through the Lidl Plus app will receive exclusive coupons, branded partner offers, bonus content, and a digital welcome pack containing a coupon for a free pet toy in store (while stocks last). Shoppers can also earn 10 points for every £1 spent on Max & Mila products on the Lidl Plus app between the 15th and 21st of October.
Louise Weise, Chief Customer Officer at Lidl GB, said: “The launch of Max & Mila’s World is a massive moment for our pet aisle, bringing our entire offering together under one bold, vibrant identity. With around half of our shoppers having a pet at home, we know how much thought goes into what they buy for them. By introducing three quality tiers with prices starting from just 49p, we’re completely streamlining the shelf, driving instant category clarity and making premium pet care more accessible than ever. On top of that, our new Lidl Plus pet loyalty program will reward our pet-owning shoppers with exclusive perks, free gifts and bonus points that bring even more value to their everyday shop.”
In addition to wet and dry food, Max & Mila’s World includes essential pet hygiene products alongside a range of non-food items, such as toys and accessories available in-store from today.
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