Lidl consolidates pet care products under new brand Max & Mila’s World

On September 30, 2026, the retail chain Lidl announced the consolidation of its entire dog and cat product range under a single new brand, Max & Mila’s World. This strategic initiative integrates existing pet care items into a unified product portfolio for the first time, aiming to improve transparency and shopping efficiency for consumers.

The new brand structure features three clearly defined quality tiers and updated, cohesive packaging designs intended to help customers identify the most appropriate products for their pets’ specific needs. By providing detailed information on ingredients and quality standards, the retailer intends to simplify the purchasing process while maintaining its signature focus on value for money.

This development occurs against a backdrop of high pet ownership across Europe, where approximately half of all households care for an estimated 111 million cats and 91 million dogs. The transition to the Max & Mila’s World label is designed to build stronger brand recognition and consumer trust across Lidl’s international store network. The company expects these changes to facilitate quicker orientation on store shelves and enhance the overall experience for pet owners.