Privacy policy

Burneys Limited – Privacy Information Notice –Cake e-Commerce

Issued May 2021

Contents of Privacy Information Notice


This Privacy Notice explains what personal data we collect about you and how we use it. If you have any questions about our use of your personal data, please contact us at

Who are we?

Burneys Limited is a part of the Warburtons group of companies. Burneys trades as Ellie Warburtons Cakes and manufactures quality cakes amongst other baked goods at its facility in Milton Keynes. We are committed to protecting your personal data and respecting your privacy and it is important to us that you understand how and why we use your data.

What is Personal Data and when and why is it collected?

Personal data is information that relates to an identified or identifiable living individual. For example, this includes names, addresses, date of birth or more indirect information like the IP address of a person. We may also collect other information related to you such as your telephone number and email address.

When do we collect your personal data, what personal data do we collect and how and why do we use it?

We will receive and collect information about you such as your name, address and the products you purchase. We may also collect information about you if you ask for information about our products or raise a concern with our Customer Complaints department. The information collected may include details about your health if you have raised a concern regarding product ingredients and your use of the products.

The information collected will be used by us to make deliveries of products to you, to address any queries or concerns that you might have and to manage the performance of our contract and relationship with you.

The personal data will be processed by us either because it is necessary in order to fulfil our obligation to supply you with goods under our standard terms and conditions or because it is necessary and in our legitimate interest to engage with you as a current or prospective purchaser of our products. We may also need to process your personal data because of a legal obligation binding on us – for example, if a Local Authority requires any information in relation to an investigation or enquiry it is undertaking.

We will not collect, nor will we store any details about your payment card or your bank details. Payment for goods is managed and handled by a third party and we will not see any of these details.

The website is managed through Shopify. The website may collect information such as your web browser, IP address, time zone, cookie information and the products you view and how you interact with the site. This data will be used to optimise the website for consumer use. The website will automatically collect this information. We hold this information as well as Shopify. You can read more about how Shopify uses your personal information here:

What personal data will you collect if I agree to electronic marketing?

If you have agreed to receive direct marketing information from us we may collect your data and use it to: (i) send you offers and promotions; (ii) seek your feedback on our products; (iii) let you know about changes to Ellie Warburtons and to inform you about product developments or changes; and (iv) promote our products to you. We may also gather and analyse the data you provide to us to help us develop our marketing, to change and improve our range of products, to develop new product promotions and to better target our products at particular consumers. If you wish to opt out from receiving this information, you can do so by selecting the opt out options on our website, or you can email us at

Behavioural Advertising

As described above, we use your Personal Information to provide you with targeted advertisements or marketing communications we believe may be of interest to you. For example:

We use Google Analytics to help us understand how our customers use the Site. You can read more about how Google uses your Personal Information here: You can also opt-out of Google Analytics here:

We share information about your use of the Site, your purchases, and your interaction with our ads on other websites with our advertising partners. We collect and share some of this information directly with our advertising partners, and in some cases through the use of cookies or other similar technologies (which you may consent to, depending on your location).

We use Shopify Audiences to help us show ads on other websites with our advertising partners to buyers who made purchases with other Shopify merchants and who may also be interested in what we have to offer. We also share information about your use of the Site, your purchases, and the email address associated with your purchases with Shopify Audiences, through which other Shopify merchants may make offers you may be interested in.

For more information about how targeted advertising works, you can visit the Network Advertising Initiative’s (“NAI”) educational page at

You can opt out of targeted advertising by:

 Additionally, you can opt out of some of these services by visiting the Digital Advertising Alliance’s opt-out portal at:

Who do we share your personal data with?

In order to ensure that our products are delivered to you, it will be necessary to share your data with third parties – in particular our appointed delivery service. They will be provided with your name, address and potentially details of the product you have ordered in order to ensure that it is sent to you. It might also be necessary to share your details with third parties such as legal advisers, regulatory authorities, insurance companies and other third parties engaged in the provision of professional advice to us or who are engaged in relation to any regulatory enquiries. This is most likely to arise in the event of a complaint regarding our products.

Third parties that we send data to will be required to:

  • Comply with all applicable data protection legislation
  • Ensure personal data is held securely
  • Where relevant, enter into and comply with data processing terms or agreements

We may also share your data with our marketing agency to help us with the design of our website, communication campaigns and similar promotional activity.

The website is managed through Shopify and they will have access to certain details. Shopify’s details are listed above.

How is your personal data protected?

We use measures to protect the personal data we hold. These include internal policies, procedures and technical controls which limit access to and use of personal data.

How long will we keep your personal data?

We have a clear policy that specifies that personal data should only be kept as long as is necessary for the purpose we use it.

What are your rights?

In certain circumstances, you have the right to

  • Request access to and a copy of your personal data (known as “subject access request”). Please refer to our contact details below for further information
  • Request correction of the personal data we hold about you so that you can have any incomplete or inaccurate information about you corrected
  • Request erasure of your personal data, which means you can ask us to delete or remove your personal information where there is no good reason for us to continue to use it
  • Object to processing of your personal information if we are relying on a legitimate interest (or those of a third party) and there is something about your situation which makes you want to object to processing on this ground. You also have the right to object if we are using your personal information for direct marketing purposes
  • Tell us to stop using your personal data for direct marketing purposes (either through specific channels or all channels)
  • Request that we stop any consent-based processing of your personal data after you have withdrawn consent

Changes to this Privacy Notice

We reserve the right to update this privacy notice at any time. This privacy notice was last changed in May 2021.

How to make a complaint

You have the right to make a complaint at any time to the Information Commissioner’s Office (ICO), the UK supervisory body for data protection matters. Their contract details are at and they can also be called on 0303 123 1113.

If you want further information or to exercise any of your rights in relation to your personal data please email us at or write to us at:

Company Secretary – Data Protection Queries
Burneys Limited, Back’o’th Bank House, Hereford Street, Bolton, BL1 8H