And it’s aiming straight at the pet shops.

A few weeks ago I wrote about Lidl merging Orlando, Coshida, and Zoofari into a single new pet brand.

Last week I walked the aisle in Finland to see it for real. And here’s the before and after.

What changed on the shelf:
▪️ One main name: Max’s & Mila’s World
▪️ 3 tiers: Basic, Advanced Care and Grain-free Gourmet, colour-coded + 1 to 3 hearts
▪️ Life stages from Puppy/Kitten to Senior
▪️ Toys, beds and grooming under the same roof

So if you are wondering if there was more on offer, I think at least in Lidl Finland (where I live) there are many more products than before, especially in accessories, plus better options on top. My bet is that the accessories will fly off the shelves.

And here is the thing, whether families with pets will actually spend more with that change, nobody can say yet. It launched last week. I’ll be watching the Lidl Plus offers and the next price tags to analyse it soon.

Do you ever buy your pet food at the supermarket or at a pet shop?
Have you tried Lidl’s new range yet? I’d love to hear what your dog or cat thinks 🧡

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