Private label
Lidl: New pet food label Max & Mila’s World launches nationwide
In short
Lidl Schweiz has launched Max & Mila’s World with immediate effect in all Swiss stores, bringing its dog and cat food assortment under one private label. The range has three tiers: Basic, Advanced Care and Gourmet. Selected non-food products for dogs and cats will regularly supplement it through in-store promotions.
What it means for suppliers
- Use Basic, Advanced Care and Gourmet as reference tiers when positioning dog and cat food offers.
- Differentiate recipes by tier: Advanced Care uses dried meat as its main ingredient; Gourmet is grain-free with fresh meat as its main ingredient.
- Plan non-food offers for dogs and cats around the regular in-store promotions announced for selected products.
Key facts
| Retailer | Lidl |
|---|---|
| Announced | |
| Categories | Dog food, Cat food, Non-food products for dogs and cats |
| Effective from | With immediate effect |
| Source | corporate.lidl.ch |
Not listed at Lidl yet?
Tell us what you sell. We will tell you how listing works and whether now is a good moment.