Lidl launches Max & Mila’s World, the product range dedicated to feeding dogs and cats

Lidl Italia announces the launch of the private label Max & Mila’s World, an innovative range of products for dogs and cats, designed to meet the specific needs of pets.

This pet food offering is structured into three distinct ranges, and is characterised by attractive, intuitive and impactful packaging, which makes it easy to find your way through the store aisles. Thanks to clear labelling and rigorous formulation standards, finding the right product for your pet’s needs becomes immediate, consolidating a relationship of trust with the brand. At the same time, this new brand combines high product quality with excellent value for money, making pets’ daily nutrition accessible to everyone.

A point of reference for pet parents

Pets occupy a special place in many European families: around half of them, in fact, own one, for a total of 111 million cats and 91 million dogs. Expectations regarding a correct and balanced diet for these four-legged companions are therefore high, leading to growing demand for quality pet food and the need to purchase it conveniently as part of the daily shop.

“Max & Mila’s World represents an important step in our offering strategy: a single reference brand for the entire pet food range. We have reorganised the displays to make navigation in store immediate and guide customers towards the product best suited to every nutritional need. Transparency, quality and value for money remain the pillars with which we support every day the customers who choose Lidl for their four-legged friends,” explains Maria Lovecchio, chief merchandising officer at Lidl Italia.

The features

Behind Max & Mila’s World lies the promise of healthy and complete nutrition at 100%, free from artificial colourings and added sugars. To guarantee this high quality standard, all products strictly comply with the Fediaf guidelines (European Pet Food Industry Federation), the federation of the European pet food industry. From balanced nutritional profiles to specific formulas for every stage of life, through to an energy intake calculated on a scientific basis, the Fediaf guidelines ensure tested, targeted and energising nutrition for dogs and cats. All of this fully reflects the retailer’s commitment to offering quality products at an affordable price.

The range

The heart of Max & Mila’s World is a structured range organised around three distinct needs: Basic, Advanced Care and Gourmet. This three-way choice is consistently extended across the entire range of dog and cat food, making the composition of the ingredients and the main benefits of the products immediately recognisable, thanks to packaging in different colours and with a uniform design.

The Basic range offers essential products for daily nutrition, with balanced ingredients and quality appropriate to the species. The Advanced Care range meets more specific needs, with high nutritional value, dried meat as the main ingredient and recipes formulated according to the different stages of life and individual needs. The Gourmet range (grain-free) is synonymous with premium grain-free quality, with fresh meat as the main ingredient alongside carefully selected components.

The range is completed by hygiene products and a line of promotional non-food items, such as accessories and toys.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.