Lidl is reorganizing its pet products business under a single brand. The chain has launched “Max & Mila’s World”, a new global brand that brings together the food and accessories for dogs and cats that until now it sold through different own brands.
The move involves the replacement of Orlando, used for dog feeding; Coshida, for cats; and Zoofari, linked to accessories and bazaar items, for a common identity with which Lidl seeks to simplify its offer and make it easier for consumers to identify the differences between products and quality levels.
The category has significant weight among its customers. According to data shared by the company, approximately half of Lidl shoppers have a pet and, in almost nine out of ten cases, it is a dog or cat. With “Max & Mila’s World”, Lidl proposes for the first time a common brand universe for its entire offer aimed at dogs and cats. The new identity extends from dry and wet food to snacks, care products and accessories.
“With Max & Mila’s World we created, for the first time, a coherent brand universe for our entire range of products for dogs and cats”explains Sebastian Hein, Brand Director and Senior Vice President of Lidl.
The reorganization also extends to the point of sale. The products incorporate color-coded packaging and a common design designed so that the different options and quality levels can be more easily distinguished on the shelves.
The brand is visually articulated around Max and Mila, a dog and a cat that represent the two product universes. Max presents himself as an active, curious dog oriented towards play and life outdoors; Mila, as an independent cat associated with rituals, rest and care.
One of the main changes is the organization of food into three levels: Basic, Advanced Care and Gourmet. With this structure, Lidl seeks to make the differences between the different proposals in the range more understandable.
Basic brings together options for everyday food, with dry and wet food products and complete recipes. Advanced Care incorporates functional formulas geared toward specific needs, from skin and coat care to things like natural hairball removal. The company points out that this line uses dehydrated meat as the main ingredient and contemplates different stages of the animals’ lives. At the top level is Gourmet, made up of grain-free recipes, with a high meat content and products that incorporate fresh meat as the main ingredient.
In a transversal way, Lidl points out that the recipes in the new range are 100% natural, without added sugars or artificial colours, and that they have been developed following the nutritional recommendations of the European Federation of the Pet Food Industry and in collaboration with veterinarians.
The company maintains, despite the brand change, the Spanish pet food suppliers with which it had been working after expanding this category in recent years.
“Max & Mila’s World” seeks to go beyond product reorganization and build a broader relationship with pet owners. Lidl will accompany the offer with advice and content related to the care of dogs and cats on its platforms and social networks.
The strategy also reaches Lidl Plus. The application will incorporate coupons, recommendations, benefits and information linked to the category and will allow users to create a profile for their pet.
“Transparent information, high-quality products and Lidl’s signature competitive prices help pet owners make the right choice for their dog or cat.”says Hein.
With the new identity, Lidl seeks to reinforce a category that reaches an important part of its customer base and, at the same time, organize an offer that until now was distributed among different brands under a single brand architecture.
