1 Who are we?

We are Dairyfresh SOS Wholesale Limited, a company registered in England and Wales (company registration number 08028981). Our registered office is at 79-81 Chester St, Bigmingham, B6 4AE.

References to 'we', 'us' or 'our' mean Dairyfresh SOS Wholesale Limited; 'you' or 'your' means the person reading this policy. For the purpose of the Data Protection Act 1998 and the EU GDPR, the data controller is Dairyfresh SOS Wholesale Limited.

2 How do we collect your personal information?

We collect personal information in several ways, including:

• When you contact us to make enquiries about our goods and services, or enquire about an existing order or employment vacancies;
• When we provide goods or services to you;
• When you provide information by filling in forms on our website or by corresponding with us by phone, e-mail or otherwise;
• When you complete surveys, feedback or evaluation forms used for research and development;
• When we collect and compile publicly available information about you or your business; or
• When we collect your data from third parties such as other professional service providers.

3 What personal information do we collect?

We may collect, use, store and transfer different kinds of personal data about you, grouped as follows:

• Identity Data – first name, maiden name, last name, username, marital status, title, date of birth and gender.
• Contact Data – billing address, delivery address, email address and telephone numbers.
• Financial Data – bank account and payment card details.
• Transaction Data – details about payments to and from you and details of products and services purchased.
• Technical Data – IP address, login data, browser type and version, time zone, browser plug-ins, operating system and platform.
• Profile Data – username and password, purchases or orders, interests, preferences, feedback and survey responses.
• Usage Data – information about how you use our website, products and services.
• Marketing and Communications Data – preferences in receiving marketing from us and third parties.
• Professional Data – job title, qualifications, professional experience and education.

We also collect Aggregated Data (statistical or demographic) that does not identify you personally. We do not collect Special Categories of Personal Data, criminal conviction data, or data relating to children.

Where we need personal data to fulfil a contract and you do not provide it, we may be unable to perform that contract and may have to cancel an order. We will notify you if this is the case.

4 How is your personal data collected?

We use the following methods:

• Direct interactions – forms, face-to-face meetings, post, phone, email, or via our website when you order products, create an account, subscribe, request marketing, enter competitions, or give feedback.
• Automated technologies – cookies and similar technologies that collect Technical Data as you interact with our website. See our cookie policy for details.
• Third parties & public sources – Technical Data from Mailchimp; Contact, Financial and Transaction Data from providers such as First Data; Identity, Contact and Professional Data from recruitment agencies, background-check providers and referees; Identity and Contact Data from Experian, Companies House, DVLA and web searches.

5 How we use your personal data

We will only use your personal data when the law allows us to, most commonly where:

• We need to perform a contract we are about to enter into or have entered into with you;
• It is necessary for our legitimate interests (or those of a third party) and your interests do not override those interests; or
• We need to comply with a legal or regulatory obligation.

We generally do not rely on consent as a legal basis for processing except when sending direct marketing by telephone, email or text. You may withdraw marketing consent at any time by contacting us.

6 Purposes for which we will use your personal data

7 Marketing

We may use your Identity, Contact, Technical, Usage and Profile Data to decide which products, services and offers may be relevant for you. You will receive marketing communications from us if you have requested information, made a purchase, or opted in when entering a competition or registering for a promotion.

Third-party marketing: We will obtain your express opt-in consent before sharing your personal data with any company outside Dairyfresh SOS Wholesale Limited for marketing purposes.

Opting out: You can ask us or third parties to stop sending marketing messages at any time by contacting us. Opting out will not affect data processed in connection with a product or service purchase.

8 Cookies

You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our website may become inaccessible or not function properly.

9 Change of purpose

We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another compatible reason. If we need to use it for an unrelated purpose, we will notify you and explain the legal basis for doing so.

10 Disclosures of your personal data

We may share your personal data with:

• Internal Third Parties (see Glossary);
• External Third Parties (see Glossary);
• Professional advisers such as insurers, auditors, accountants and lawyers;
• Third parties in the event of a business sale, transfer or merger;
• Suppliers or external parties needed to provide products and/or services to you; and
• Any third party where disclosure is required by law, regulation, or to protect the rights, property or safety of Dairyfresh SOS Wholesale Limited, our customers or others.

We require all third parties to respect the security of your personal data and only permit them to process it for specified purposes in accordance with our instructions.

11 International transfers

We do not transfer your personal data outside the European Economic Area (EEA).

12 Data security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. Access is limited to employees, agents, contractors and third parties who have a business need to know.

Unfortunately, transmission of information via the internet is not completely secure. Although we do our best to protect your data, we cannot guarantee the security of data transmitted to our website or via email; any transmission is at your own risk. Once received, we use strict procedures and security features to try to prevent unauthorised access.

We have procedures to deal with any suspected personal data breach and will notify you and any applicable regulator where legally required.

13 How long will we use your personal data?

We retain your personal data only as long as necessary to fulfil the purposes collected for, including any legal, accounting or reporting requirements. By law we must keep basic information about customers (Contact, Identity, Financial and Transaction Data) for seven years after they cease being customers.

In some circumstances we may anonymise your personal data for research or statistical purposes, in which case we may use it indefinitely without further notice.

14 Your legal rights

To exercise any of your rights below, or for any privacy-related request, please contact us:

You will not usually need to pay a fee, though we may charge a reasonable fee for requests that are clearly unfounded, repetitive or excessive. We try to respond within one month.

Further detail on each right is in section 20.

15 Other websites

Our website may contain links to partner, advertiser and affiliate websites. We do not control these third-party websites and are not responsible for their privacy statements. We encourage you to read the privacy notice of every website you visit.

16 Changes to our Privacy Policy

This version was last updated on 20 May 2026. Any future changes will be posted on our website and, where appropriate, notified to you by e-mail.

17 Complaints

You have the right to complain at any time to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection (www.ico.org.uk). We would appreciate the chance to deal with your concerns first, so please contact us in the first instance.

18 Contact us

19 Glossary

Legitimate Interest

The interest of our business in conducting and managing our business to enable us to give you the best service and most secure experience, balanced against any potential impact on your rights and freedoms.

Performance of Contract

Processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.

Comply with a legal or regulatory obligation

Processing your personal data where it is necessary for compliance with a legal or regulatory obligation that we are subject to.

Internal Third Parties

Other companies in the same group or legally connected to Dairyfresh SOS Wholesale Limited, whether acting as joint controllers or processors, based in the United Kingdom.

External Third Parties

• Service providers acting as processors (IT, HR and system administration services) based in the UK.
• Professional advisers (lawyers, accountants, bankers, auditors and insurers) based in the UK.
• HM Revenue & Customs, regulators and other authorities based in the UK.

20 Your Legal Rights