Lidl Launched Max & Mila's World Pet Food Brand
The new private-label range for cats and dogs provides three tiers of nutrition without added sugars or artificial colors.
Updated on Oct. 6, 2026 in Pets — General
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Lidl has introduced a new private-label pet food brand called Max & Mila's World to serve the needs of households with cats and dogs. The product line is now available in seven European countries, including the UK, Germany, and Italy.
Why it matters
The brand was developed to address growing customer demand for high-quality, balanced diets for pets. It offers a standardized, clear product range that aligns with international industry guidelines.
The brand features three distinct product tiers across its cat and dog food range. All products are formulated following European Pet Food Industry Federation guidelines and contain no added sugar or artificial colors.
The players
Lidl
An international discount retailer known for its private-label goods and expanding footprint in European grocery markets.
European Pet Food Industry Federation
The trade association that sets the nutritional and safety standards for the manufacturing of pet food across Europe.
The details
Lidl created the brand to unify its existing dog and cat products under a single identity. To help pet owners identify the quality and nutritional level, the retailer uses color-coded packaging to distinguish between the three different product tiers.
Timeline
October 6, 2026: Lidl launched the Max & Mila's World brand.
The Home Front
Lidl's entry into the premium-tiered pet food market mirrors a broader industry trend where grocers strengthen private-label brands to compete with specialized pet retailers. This shift reflects rising household spending on pet nutrition and a demand for transparent, quality-focused labeling.
When shopping at Lidl, look for the new color-coded packaging to identify the nutrition tier that best fits your pet's needs. Review your current pet food label against the new Max & Mila's World standard to see if it meets your requirements for avoiding artificial colors or sugars.
The takeaway
Lidl now offers a standardized pet food line that simplifies the process of finding balanced meals for cats and dogs. Check the color-coded labels on your next grocery run to see which tier aligns with your pet's dietary profile.
Further reading
Learn more about selecting balanced nutrition for your animals in Pets — General.
Source note: This article includes information reported by Esmmagazine.
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