Privacy Policy

Last updated: 21 August 2026

Smudge & Friends Petcare Limited t/a Scrumbles (“Scrumbles”, “we”, “us” or “our”) is committed to protecting and respecting your privacy.

This Privacy Policy explains how we collect, use, share and otherwise process your personal information when you visit or use a Scrumbles website or online store, place an order, create an account, subscribe to our services, contact us, interact with us on social media, enter promotions, or otherwise use our products and services (together, the “Services”).

Our online stores are powered by Shopify, which enables us to provide the Services to you.

This Privacy Policy applies across our UK and European Union stores and should be read together with our Cookie Policy, Terms & Conditions and any other privacy notices we may provide from time to time.

1. Who We Are

For the purposes of applicable data protection law, Smudge & Friends Petcare Limited t/a Scrumbles is the data controller responsible for your personal information, except where another organisation acts as an independent or joint controller as described in this policy.

Controller details

Smudge & Friends Petcare Limited t/a Scrumbles
Bickels Yard
151–153 Bermondsey Street
London
SE1 3HA
United Kingdom

Email: hello@scrumbles.com

2. Personal Information We Collect

When we use the term “personal information”, we mean information that identifies you or can reasonably be linked to you.

We may collect and process the following categories of personal information depending on how you interact with us, where you live and the Services you use:

Contact information

• your name;
• billing and delivery addresses;
• email address;
• telephone number; and
• other contact details you provide.

Account information

• account login details;
• preferences and settings;
• subscription details;
• saved addresses; and
• account activity.

Transaction information

• products you view or purchase;
• items added to your basket or wishlist;
• order history;
• returns, refunds, exchanges or cancellations;
• subscription orders and renewal information;
• payment status and transaction information; and
• delivery information.

We generally do not receive or store your full payment card details where payments are processed by a third-party payment provider.

Communications with us

This may include information you provide when you:

• contact customer service;
• email or message us;
• interact with us on social media;
• submit reviews or feedback;
• participate in surveys;
• enter competitions or promotions; or
• otherwise communicate with us.

Information about your pet

Where you choose to provide it, we may collect information about your pet, such as their species, breed, age, size, preferences or dietary needs, in order to provide relevant Services, recommendations or customer support.

Device and technical information

When you use our Services, we may automatically collect information such as:

• IP address;
• browser type and version;
• device type and identifiers;
• operating system;
• network information;
• time zone and language settings;
• referring URLs;
• log information; and
• cookie and similar technology data.

Usage information

We may collect information about how you interact with our Services, including:

• pages and products viewed;
• time spent on pages;
• clicks and navigation;
• searches;
• items placed in your basket;
• interactions with content; and
• how you arrived at or left our Site.

3. How We Collect Personal Information

We may collect personal information:

• directly from you when you place an order, create an account, subscribe, contact us or otherwise provide information to us;
• automatically when you browse or interact with our Services;
• through cookies, pixels, tags and similar technologies;
• from Shopify and other technology providers;
• from payment providers;
• from delivery, warehousing and fulfilment partners;
• from subscription, customer service and communications providers;
• from analytics and advertising providers;
• from social media platforms and advertising networks;
• from fraud prevention or security providers; and
• from business or promotional partners where permitted by law.

4. How We Use Your Personal Information

We may use personal information for the following purposes.

Providing our Services

• process and fulfil orders;
• process payments and refunds;
• arrange delivery;
• manage accounts and subscriptions;
• process returns and exchanges;
• provide customer service;
• send order, account and subscription communications; and
• otherwise perform our contract with you.

Improving and personalising our Services

• understand how customers use our websites;
• improve website performance and functionality;
• improve our products, Services and customer experience;
• remember your preferences;
• personalise your shopping experience;
• make relevant product recommendations; and
• understand customer preferences and behaviour.

Marketing and advertising

Where permitted by applicable law, we may use personal information to:

• send marketing communications by email, SMS, post or other channels;
• personalise marketing content;
• show advertising on third-party platforms;
• measure advertising effectiveness;
• create or match advertising audiences; and
• understand which products, promotions or content may be relevant to you.

Where consent is required, we will only carry out these activities after obtaining your consent.

Security and fraud prevention

• authenticate accounts;
• secure our websites and Services;
• prevent fraudulent transactions;
• detect misuse or suspicious activity;
• investigate security incidents; and
• protect customers, employees and our business.

Communicating with you

• respond to enquiries, complaints and requests;
• provide customer support;
• send important information about your orders or account;
• administer surveys, competitions and promotions; and
• maintain our relationship with you.

Legal and business purposes

• comply with legal or regulatory obligations;
• respond to lawful requests from courts, regulators or public authorities;
• establish, exercise or defend legal claims;
• enforce our terms and policies; and
• support a business sale, restructuring, merger, financing or acquisition.

5. Our Lawful Bases for Processing

Under applicable UK and EU data protection law, we must have a lawful basis for processing personal information.

Depending on the activity, we may rely on the following lawful bases.

Performance of a contract

We process personal information where necessary to enter into or perform a contract with you, including to:

• process and fulfil orders;
• take payment;
• arrange delivery;
• manage your account;
• manage subscriptions;
• process returns and refunds; and
• provide customer service relating to your purchase or subscription.

Legitimate interests

We may process personal information where necessary for our legitimate business interests, provided those interests are not overridden by your rights and freedoms.

These interests may include:

• operating and improving our Services;
• understanding customer behaviour and preferences;
• improving our products and customer experience;
• preventing fraud and misuse;
• securing our Services;
• responding to enquiries;
• administering our business;
• measuring business and marketing performance; and
• maintaining records of marketing preferences and opt-outs.

Consent

We rely on your consent where required by law, including for:

• certain email or SMS marketing;
• placing non-essential cookies or similar technologies;
• certain personalised advertising;
• certain audience matching activities; and
• other processing where we specifically ask for your permission.

You can withdraw your consent at any time. Withdrawal does not affect the lawfulness of processing carried out before you withdrew your consent.

Legal obligation

We process personal information where necessary to comply with legal obligations, including:

• accounting and tax requirements;
• consumer protection laws;
• product and regulatory requirements;
• responding to lawful requests; and
• complying with applicable legal or regulatory obligations.

6. Cookies and Similar Technologies

We use cookies and similar technologies, such as pixels, tags and local storage, when you use our websites.

These may include:

• strictly necessary cookies, which are required for our websites and checkout to function;
• functional cookies, which remember your preferences;
• analytics cookies, which help us understand how our websites are used; and
• advertising cookies, which help us deliver and measure relevant advertising.

Where required by applicable law, we will obtain your consent before placing or accessing non-essential cookies or using similar technologies.

You can manage or withdraw your cookie choices through our Cookie Settings. For more information about the cookies and similar technologies we use, please see our Cookie Policy.

7. Marketing Communications

We may send you marketing communications by email, SMS, post or other channels where you have given your consent or where we are otherwise permitted to do so by applicable law.

You can opt out of marketing at any time by:

• using the unsubscribe link in a marketing email;
• following the opt-out instructions in a marketing message;
• adjusting available communication preferences; or
• contacting us at hello@scrumbles.com.

Even if you opt out of marketing, we may still send you necessary non-marketing communications, such as order confirmations, delivery updates, subscription notices and account messages.

8. How We Share Personal Information

We may share personal information with third parties where necessary for the purposes described in this policy.

These may include:

• Shopify, which powers our online stores and related ecommerce functionality;
• payment providers;
• delivery, warehousing and fulfilment providers;
• subscription service providers;
• IT, hosting, cloud storage and website support providers;
• customer service and communications providers;
• email and SMS providers;
• analytics providers;
• advertising, social media and marketing partners;
• search engine providers;
• fraud prevention and security providers;
• professional advisers such as lawyers, accountants, auditors and insurers;
• members of our corporate group or affiliates;
• regulators, courts, law enforcement agencies or public authorities where required by law; and
• prospective buyers, investors or counterparties in connection with a business transaction.

We do not sell your personal information for money.

We may share certain information with advertising and analytics partners to deliver, personalise and measure advertising where permitted by applicable law. Where consent is required, we will only do this after you have provided that consent.

9. Relationship with Shopify

Our online stores are powered by Shopify.

Shopify collects and processes personal information in order to provide and support the Services.

In many circumstances, Shopify processes information on our behalf. Shopify may also process certain information for its own purposes or in connection with features that operate across Shopify merchants.

For example, some Shopify services may use information about your interactions with our store together with information from interactions with other Shopify merchants.

Where Shopify is independently responsible for particular processing, it is responsible for complying with applicable data protection law in relation to that processing and for responding to relevant data protection requests.

More information about how Shopify handles personal information and the choices available to you can be found in Shopify's own privacy information.

10. International Transfers

Some of our service providers and partners may process personal information outside the country in which you live.

Where personal information is transferred outside the United Kingdom or European Economic Area, we take appropriate steps to ensure that the transfer is lawful and that your information receives an appropriate level of protection.

Depending on the circumstances, these safeguards may include:

• an adequacy decision or adequacy regulation;
• the European Commission's Standard Contractual Clauses;
• the UK International Data Transfer Agreement;
• the UK Addendum to the Standard Contractual Clauses; or
• another lawful transfer mechanism recognised under applicable law.

11. Data Retention

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including to satisfy legal, accounting, regulatory or reporting requirements.

The appropriate retention period depends on the type of information and why we process it.

As a general guide:

• order and transaction records may be retained for up to 7 years where required for accounting, tax or legal purposes;
• account information may be retained while your account is active and for a reasonable period afterwards;
• subscription information may be retained while your subscription is active and afterwards where necessary for legal, financial or customer service purposes;
• customer service communications may be retained for as long as reasonably necessary to resolve your enquiry and any related issues;
• marketing information may be retained until you opt out or withdraw consent, although we may retain limited suppression information so that we can respect your preferences; and
• cookie and similar technology information is retained for the periods described in our Cookie Policy or Cookie Settings.

We may retain information for longer where required by law or where reasonably necessary to establish, exercise or defend legal claims.

We may also anonymise information so that it can no longer identify you. We may retain and use anonymised information for analytics, research and business improvement purposes.

12. Security

We use appropriate technical and organisational measures designed to protect personal information against accidental or unlawful loss, access, alteration, disclosure or destruction.

However, no online service or method of electronic transmission is completely secure.

If you create an account with us, you are responsible for keeping your login details confidential and should not share your password or account access information with others.

13. Children's Information

Our Services are intended for adults and are not directed at children.

We do not knowingly collect personal information from children where doing so would be contrary to applicable law.

If you are a parent or guardian and believe a child has provided us with personal information, please contact us at hello@scrumbles.com and we will investigate and, where appropriate, delete that information.

14. Your Rights

Depending on where you live and subject to applicable legal conditions and exceptions, you may have rights in relation to your personal information.

For customers in the United Kingdom and European Economic Area, these may include the right to:

• access personal information we hold about you;
• correct inaccurate or incomplete information;
• request deletion of your personal information in certain circumstances;
• restrict processing in certain circumstances;
• object to processing, including an absolute right to object to direct marketing;
• receive or transfer certain information in a portable format;
• withdraw consent at any time where processing is based on consent; and
• not be subject to certain solely automated decisions that produce legal or similarly significant effects, subject to applicable exceptions.

These rights are not absolute and may apply only in certain circumstances.

You will not usually have to pay a fee to exercise your data protection rights. However, where permitted by law, we may charge a reasonable fee or refuse a request that is manifestly unfounded or excessive.

We may need to verify your identity before responding to a request. We will respond within the timeframe required by applicable data protection law.

To exercise your rights, please contact hello@scrumbles.com.

15. Complaints

If you have concerns about how we handle your personal information, please contact us first so that we can try to resolve the issue.

You also have the right to complain to a data protection supervisory authority.

If you are in the United Kingdom, you may complain to the Information Commissioner's Office (ICO).

If you are in the European Economic Area, you may complain to the competent data protection supervisory authority in your country of residence, place of work or the location of the alleged infringement.

16. Third-Party Websites and Social Media

Our Services may contain links to third-party websites, services or social media platforms.

We do not control those third parties and are not responsible for their privacy practices. We recommend reviewing the privacy information provided by any third-party service you use.

If you interact with us through social media, we may receive information such as your username, profile information, messages or engagement data in accordance with the relevant platform's settings and privacy policies.

17. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes to:

• our products or Services;
• the technologies and providers we use;
• our processing activities; or
• applicable legal or regulatory requirements.

When we make changes, we will update the “Last updated” date at the top of this policy and provide additional notice where required by law.

18. Contact Us

If you have questions about this Privacy Policy, our privacy practices or would like to exercise your data protection rights, please contact:

Smudge & Friends Petcare Limited t/a Scrumbles
Bickels Yard
151–153 Bermondsey Street
London
SE1 3HA
United Kingdom

Email: hello@scrumbles.com