Privacy Policy

Who we are

Prime Fuel UK is the trading name of PrimefuelUK.

For the purposes of UK data protection law, we are the data controller responsible for deciding how and why your personal information is collected and used.

Information we collect

The personal information we collect depends on how you interact with Prime Fuel UK and use our website.

Information you provide directly

We may collect the following information when you create an account, build a meal plan, place an order or contact us:

• Your name.
• Your billing and delivery addresses.
• Your email address.
• Your telephone number.
• Your account login information.
• Your meal plan and menu selections.
• Your preferred delivery day.
• Your delivery instructions.
• Your payment and transaction information.
• Your customer service communications.
• Your reviews, feedback and survey responses.
• Your marketing preferences.
• Your discount, referral or promotional information.
• Any other information you choose to provide.

Dietary and allergy information

You may choose to provide information about allergies, intolerances, dietary requirements, nutritional preferences or other food-related requirements.

Some dietary or allergy information may be considered health information and may receive additional protection under data protection law.

Where required, we process this information with your explicit consent or where another lawful condition applies.

You may withdraw your consent by contacting us, although this may affect our ability to meet a particular dietary request.

Information collected automatically

When you visit our website, we and our service providers may automatically collect:

• Your IP address.
• Your browser and device type.
• Your operating system.
• Your approximate location.
• The pages you visit.
• The links and buttons you select.
• The meals and products you view.
• Your basket and checkout activity.
• The website that referred you to us.
• The date and time of your visits.
• Cookie and device identifiers.
• Information about how you use our website.

Information received from other organisations

We may receive personal information from organisations that help us operate our website and provide our services, including:

• Shopify.
• Payment providers.
• Delivery and courier providers.
• Advertising and analytics providers.
• Social media platforms.
• Email and SMS marketing providers.
• Referral partners.
• Fraud prevention providers.

How we use your information

Processing and fulfilling orders

We may use your information to:

• Process your payment.
• Confirm your order.
• Prepare your selected meals.
• Manage meal quantities and preferences.
• Arrange your delivery.
• Send order and delivery updates.
• Handle substitutions and order changes.
• Manage cancellations and refunds.
• Provide customer support.

Our lawful basis is normally that processing is necessary to perform our contract with you.

Managing customer accounts

We may use your information to create, maintain and secure your account, save your preferences and display your previous or upcoming orders.

Communicating with you

We may contact you about:

• Your order.
• Payment issues.
• Delivery arrangements.
• Customer service enquiries.
• Product recalls or food safety matters.
• Changes to our services.
• Changes to our policies.
• Other important service information.

Marketing communications

Where permitted, we may send you information about:

• New weekly menus.
• New meals and breakfast options.
• Offers and discount codes.
• Meal plan reminders.
• Competitions.
• Prime Fuel UK business updates.
• Other relevant products and services.

We may rely on your consent or, where legally permitted, the existing-customer marketing exception.

You can unsubscribe at any time by selecting the unsubscribe link in an email, following the opt-out instructions in a text message or contacting us directly.

Service messages relating to an active order are not marketing messages and may still be sent where necessary.

Improving our website and services

We may analyse website and order activity to:

• Improve website performance.
• Develop and improve our meal builder.
• Understand which meals and plans are most popular.
• Improve our menus.
• Identify technical problems.
• Test new website features.
• Improve our delivery operations.
• Make the ordering process easier.

Advertising

Subject to your cookie choices and applicable law, we may use information about your website activity to measure or personalise advertising on platforms such as Google and Meta.

Where consent is required, non-essential advertising technologies will not be used unless you give permission.

Preventing fraud and protecting our business

We may use your information to:

• Detect suspicious payments or orders.
• Prevent fraud and misuse.
• Protect customer accounts.
• Secure our website.
• Enforce our terms and policies.
• Establish or defend legal claims.
• Protect our customers, staff and business.

Meeting legal obligations

We may process and retain information to comply with:

• Accounting and tax requirements.
• Food safety obligations.
• Consumer protection laws.
• Product recall requirements.
• Court orders.
• Requests from regulators or law enforcement.
• Other legal obligations.

Our lawful bases

Depending on why we use your information, we may rely on one or more of the following lawful bases.

Contract

Processing is necessary to enter into or perform a contract with you, including preparing, selling and delivering your order.

Legal obligation

We may need to use or retain information to comply with a legal or regulatory requirement.

Legitimate interests

Processing may be necessary for our legitimate business interests, provided your rights and interests do not override those interests.

Our legitimate interests may include:

• Operating and improving our business.
• Providing customer support.
• Understanding customer demand.
• Protecting our website.
• Preventing fraud.
• Maintaining accurate business records.
• Promoting our services where legally permitted.

Consent

You may give us permission to use your information for a specific purpose, including marketing, advertising cookies or voluntarily provided dietary information.

You may withdraw your consent at any time. Withdrawal does not affect processing that took place before consent was withdrawn.

Vital interests

In exceptional circumstances, information may be processed where necessary to protect someone’s life.

How we share your information

We may share personal information with trusted organisations that help us operate our business and provide our services.

Shopify

Our online store is hosted on Shopify. Shopify processes certain customer and website information to provide ecommerce, checkout, hosting, security and related services.

Payment providers

Payments may be processed by Shopify Payments, Stripe, PayPal or another payment provider displayed at checkout.

We do not normally receive or store your complete payment card details. Payment providers process those details under their own privacy policies and security standards.

Delivery providers

We may share your name, delivery address, telephone number, delivery instructions and relevant order details with our drivers, couriers or delivery partners.

Technology providers

We may use organisations that provide:

• Website hosting.
• Cloud storage.
• Order management.
• Customer support systems.
• Email delivery.
• SMS messaging.
• Website analytics.
• Cookie consent tools.
• Fraud prevention.
• Cybersecurity.
• Website maintenance.

Marketing and advertising providers

Where permitted, we may share information with email platforms, analytics services, social media platforms and advertising providers.

Information used for non-essential advertising or tracking will be handled in accordance with your cookie choices and applicable law.

Professional advisers

We may share information with accountants, insurers, lawyers, consultants and other professional advisers where necessary.

Government bodies and authorities

We may disclose information where required by law or where reasonably necessary to cooperate with a regulator, law enforcement body, court or other competent authority.

Business transfers

If Prime Fuel UK is sold, merged, reorganised or transfers part of its business, relevant customer information may be shared with the parties involved, subject to appropriate confidentiality and data protection safeguards.

Cookies and similar technologies

Our website uses cookies, pixels, scripts and similar technologies.

These technologies may:

• Keep the website functioning.
• Remember items in your basket.
• Maintain checkout sessions.
• Remember your privacy preferences.
• Protect the website from fraud.
• Measure website performance.
• Help us understand how visitors use the website.
• Support advertising and marketing.

Essential cookies

Essential technologies are required for functions such as security, checkout, shopping baskets and privacy settings.

These technologies may be used without consent where legally permitted because the website cannot function correctly without them.

Analytics and advertising cookies

Analytics, personalisation and advertising technologies are non-essential. Where consent is legally required, we will ask for your permission before using them.

You can accept, reject or manage non-essential technologies through our cookie banner or cookie preference tool.

You may also control cookies through your browser settings. Blocking certain cookies may prevent parts of the website from functioning correctly.

International transfers

Some of our service providers may process personal information outside the United Kingdom.

Where personal information is transferred internationally, we take reasonable steps to ensure appropriate safeguards are used. These may include:

• Transfers to countries recognised as providing adequate data protection.
• Approved contractual safeguards.
• The UK International Data Transfer Agreement.
• The UK Addendum to approved standard contractual clauses.
• Another lawful transfer mechanism.

You may contact us for more information about the safeguards used for relevant international transfers.

How long we retain information

We retain personal information only for as long as reasonably necessary for the purpose for which it was collected, including legal, accounting, food safety and dispute resolution requirements.

We may securely delete or anonymise information when it is no longer required.

How we protect your information

We use reasonable technical and organisational safeguards designed to protect personal information from:

• Unauthorised access.
• Loss.
• Misuse.
• Alteration.
• Disclosure.
• Destruction.

These safeguards may include access controls, password protection, secure payment processing, staff confidentiality requirements, security monitoring and trusted technology providers.

No online system is completely secure. You are responsible for keeping your account password confidential and should contact us if you believe your account has been compromised.

Your data protection rights

Depending on the circumstances, you may have the following rights.

Access

You may request a copy of the personal information we hold about you.

Correction

You may ask us to correct information that is inaccurate or incomplete.

Deletion

You may ask us to delete your information in certain circumstances.

This right is not absolute. We may need to retain information to comply with the law, fulfil an order or establish or defend a legal claim.

Restriction

You may ask us to restrict how we use your information in certain circumstances.

Objection

You may object where we rely on legitimate interests.

You have an absolute right to object to the use of your personal information for direct marketing.

Data portability

You may request certain information in a structured, commonly used and machine-readable format or ask us to transfer it to another organisation where technically possible.

Withdrawal of consent

Where processing is based on consent, you may withdraw that consent at any time.

Making a request

To exercise your rights, contact:

hello@primefueluk.com

We may ask for information to confirm your identity before completing a request.

You will not normally be charged for making a request. However, a reasonable fee may be charged, or a request may be refused, where legally permitted and the request is manifestly unfounded or excessive.

Complaints to the ICO

We would appreciate the opportunity to resolve your concerns directly.

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

Children’s privacy

Our website and services are not intended to be purchased independently by children under the age of 18.

We do not knowingly collect personal information directly from children where parental or guardian involvement is legally required.

Where a parent or guardian purchases meals for a child, the parent or guardian is responsible for providing accurate dietary and allergy information.

Contact us if you believe a child has provided personal information without appropriate authorisation.

Third-party websites

Our website may contain links to websites, social media platforms or services operated by other organisations.

We are not responsible for how those organisations collect or use personal information. You should review their privacy policies before providing information to them.

Automated decision-making

We do not currently make decisions that produce legal or similarly significant effects using solely automated processing.

Payment and fraud prevention providers may use automated systems to assess transactions. Their processing is governed by their own privacy information.

Changes to this policy

We may update this Privacy Policy to reflect:

• Changes to our business.
• New website features.
• New service providers.
• Changes to our data practices.
• Changes to legal or regulatory requirements.

The latest version will be published on our website with an updated revision date.

Where a change materially affects how we use your information, we will provide additional notice where appropriate.