Privacy Policy

Last updated: May 2026

The Malted Waffle Company Ltd respects your privacy and is committed to protecting your personal information.

This Privacy Policy explains how we collect, use and protect personal information when you visit our website, contact us, place an order, request information, apply for leasing or finance, or otherwise interact with us.

Who we are

The Malted Waffle Company Ltd is a UK-based supplier and manufacturer of waffle machines, waffle mixes and related foodservice products.

For the purposes of data protection law, The Malted Waffle Company Ltd is the “data controller” of the personal information we collect and use.

You can contact us at:

The Malted Waffle Company Ltd
 Website: www.waffles.co.uk
 Email: sales@waffles.co.uk
 Telephone: 0121 308 6040

What personal information we collect

We may collect and process the following information:

  • Your name

  • Business name

  • Job title or role

  • Email address

  • Telephone number

  • Business address, delivery address or billing address

  • Order details and account history

  • Enquiry details and messages you send to us

  • Information you provide when requesting samples, quotes, leasing, finance or product information

  • Payment and transaction details

  • Marketing preferences

  • Website usage information, such as pages visited, device type, browser type and how you interact with our website

  • Information from cookies and similar technologies

We do not intentionally collect special category personal data through our website.

How we collect your information

We may collect personal information when you:

  • Fill in a contact form on our website

  • Request a quote, sample, brochure or more information

  • Place an order

  • Contact us by phone, email, website form, social media or live chat

  • Sign up to receive marketing emails

  • Apply for leasing, finance or a free-on-loan machine programme

  • Interact with our website, adverts or social media pages

  • Supply products or services to us

We may also receive information from third parties where relevant, such as finance providers, credit reference agencies, delivery companies, payment providers, website analytics tools or marketing platforms.

How we use your personal information

We use your personal information to:

  • Respond to your enquiries

  • Provide quotes, product information and samples

  • Process and fulfil orders

  • Deliver products to you

  • Manage customer accounts

  • Provide customer support and aftercare

  • Manage warranty, repair or replacement queries

  • Assess eligibility for leasing, finance or machine loan arrangements

  • Send service-related communications

  • Send marketing communications where permitted

  • Improve our website, products and services

  • Analyse website performance and customer interest

  • Keep business records

  • Prevent fraud and protect our business

  • Meet legal, tax and accounting obligations

Our lawful basis for using your information

Under UK data protection law, we must have a lawful basis for using personal information. The ICO says businesses must identify and document their lawful basis before using personal data, and include this information in their privacy notice.

We may rely on the following lawful bases:

Contract
 Where we need to use your information to provide goods, services, quotes, account support, leasing information or order fulfilment.

Legitimate interests
 Where we use your information to run and improve our business, respond to enquiries, manage customer relationships, prevent fraud, understand website usage, and market relevant B2B products and services.

Consent
 Where you have actively opted in to certain marketing communications or accepted non-essential cookies.

Legal obligation
 Where we need to keep records for tax, accounting, regulatory or legal reasons.

Marketing communications

We may contact business customers and business contacts with information about our products, services, offers, updates and useful content that we believe may be relevant to them.

You can opt out of marketing communications at any time by clicking the unsubscribe link in our emails or contacting us directly.

We will not sell your personal information to third parties.

Cookies and website analytics

Our website may use cookies and similar technologies to help the site work properly, improve performance, understand how visitors use the website, and support marketing activity.

Cookies may collect information such as your device type, browser, pages visited, time spent on the site and how you arrived at our website.

Some cookies are essential for the website to work. Others, such as analytics or marketing cookies, may only be used where permitted by law and according to your cookie preferences.

The ICO advises that organisations using cookies or online tracking should be clear and transparent about how they are used, especially for analytics and marketing technologies.

You can usually control cookies through your browser settings or through the cookie banner on our website.

Who we share your information with

We may share your personal information with trusted third parties where necessary, including:

  • Delivery and courier companies

  • Payment processors

  • Finance, leasing or credit providers

  • IT, hosting and website providers

  • Email marketing or CRM providers

  • Professional advisers, such as accountants, insurers or legal advisers

  • Analytics and advertising platforms

  • Regulatory bodies, HMRC or other authorities where required by law

We only share personal information where necessary and expect third parties to protect it appropriately.

Leasing and finance enquiries

If you enquire about leasing or finance, we may need to share your business and contact details with finance or leasing providers so they can assess eligibility, provide quotes, carry out credit checks or prepare agreements.

Leasing and finance applications may be subject to credit approval, identity checks and additional terms from the finance provider.

How long we keep your information

We only keep personal information for as long as necessary for the purpose it was collected.

This may include keeping information for:

  • As long as we have an active customer or supplier relationship with you

  • The period needed to respond to enquiries and follow up sales opportunities

  • The length of any warranty, finance, lease or machine loan arrangement

  • The period required for tax, accounting or legal record-keeping

  • As long as needed to resolve disputes or enforce agreements

Where information is no longer needed, we will delete it securely or anonymise it.

How we protect your information

We take appropriate steps to protect personal information from loss, misuse, unauthorised access, disclosure or alteration.

This includes using suitable technical, organisational and security measures. However, no website or online system can be guaranteed to be completely secure.

International transfers

Some of the tools or service providers we use may process personal information outside the UK.

Where this happens, we will take steps to ensure appropriate safeguards are in place, such as recognised contractual protections or other lawful transfer mechanisms.

Your data protection rights

Depending on the circumstances, you may have the right to:

  • Ask for a copy of the personal information we hold about you

  • Ask us to correct inaccurate or incomplete information

  • Ask us to delete your personal information

  • Ask us to restrict how we use your information

  • Object to certain uses of your information

  • Withdraw consent where we rely on consent

  • Ask for your information to be transferred to another organisation

Your rights may not apply in every situation, but we will respond to requests in accordance with data protection law.

To make a request, please contact us at sales@waffles.co.uk.

Complaints

If you are unhappy with how we handle your personal information, please contact us first so we can try to resolve the issue.

You also have the right to complain to the Information Commissioner’s Office, which is the UK regulator for data protection.

Changes to this Privacy Policy

We may update this Privacy Policy from time to time. The latest version will always be published on our website.