Selective Nutrition Guide – Privacy Policy
Supreme Petfoods Ltd
Effective date: 25 August 2026 · Last updated: 25 August 2026
Supreme Petfoods Ltd (“we”, “us”, or “our”) operates the Selective Nutrition Guide mobile and web application (the “App”). We are committed to protecting your privacy and handling your personal data in a transparent, secure, and lawful manner.
This Privacy Policy explains what information we collect when you use the App, how we use and share that information, the legal bases on which we rely, how long we retain data, and the rights available to you under the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and other applicable data protection laws.
By downloading, accessing, or using the App, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with its terms, please do not use the App.
1. Introduction
Supreme Petfoods Ltd is a company registered in England and Wales. We provide the Selective Nutrition Guide App to help pet owners and caregivers make informed nutrition choices for their animals through personalised guidance and educational content.
This Privacy Policy applies to all users of the Selective Nutrition Guide App and to any related services we provide in connection with the App. It does not cover third-party websites, plug-ins, or external services that may be linked from the App; those are governed by their own respective privacy policies.
If you have any questions about this policy or how we handle your data, please contact us using the details in the Contact Us section below.
2. Information We Collect
We collect information in the following categories to operate, maintain, and provide the App.
2.1 Information You Provide
When you create an account or use certain features of the App, you may provide:
Account and contact details, such as your name, email address, and communication preferences.
Pet profile details, such as animal species, age, weight, breed (where provided), and dietary preferences, restrictions, or health considerations.
User-submitted communications, including feedback, customer support queries, survey responses, or marketing preferences you choose to submit to us.
2.2 Information Collected Automatically
When you use the App, we and our infrastructure and service providers may automatically collect technical and usage details, including:
Device information, including device model, operating system and version, unique device identifiers, and network connection details.
App usage data, such as features accessed, screens viewed, session timestamps, and navigation paths.
Technical logs and diagnostics, including error logs, performance metrics, and crash reports used to detect, diagnose, and resolve technical issues.
IP address and location data, including approximate location derived from your IP address (at country or region level), used for system security, regional routing, and service delivery.
2.3 Information We Do Not Collect
We do not process or store payment card numbers, bank account details, or related financial transaction data through the App.
We do not knowingly collect special-category (sensitive) personal data relating to you (such as health, religious, or biometric data). Please do not submit sensitive personal details through the App.
3. How We Use Your Information
We use your personal data for the following purposes:
Providing and managing the App: To set up and manage your account, authenticate your login, and deliver personalised pet nutrition recommendations based on the details you supply.
Customer relationship management and marketing: To store and manage your contact information in our customer database (Mailchimp), send service and account announcements, and—where you have opted in or as permitted by law—send educational newsletters, product updates, and promotional content. You can unsubscribe from marketing communications at any time via the link in any email.
Platform maintenance and improvement: To monitor system health, fix bugs, evaluate feature performance, and improve the reliability and design of the App.
Communications and user support: To respond to your enquiries, technical requests, and feedback.
Security and fraud prevention: To protect the App, our users, and our infrastructure against unauthorised access, cyber threats, misuse, and breach of our terms.
Legal compliance: To comply with applicable legal, regulatory, tax, or law enforcement obligations and to enforce or defend our legal rights.
We do not sell or rent your personal data to third parties.
4. Legal Basis for Processing (UK GDPR / EU GDPR)
Where the UK GDPR or EU GDPR applies, we process your personal data under the following lawful bases:
Contractual necessity: Processing necessary to provide the App’s services, operate your account, and deliver requested features in accordance with our terms of service.
Consent: Where required by applicable law, we rely on your clear and explicit consent to send you promotional marketing emails and newsletters. You may withdraw your consent at any time using the unsubscribe link in our emails or by contacting us.
Legitimate interests: Processing necessary for our legitimate business interests, provided these are not overridden by your fundamental rights and interests. This includes maintaining and securing our platform, managing customer records, fixing technical errors, and improving our services. You have the right to object to processing based on legitimate interests.
Legal obligation: Processing necessary to comply with a legal or regulatory requirement to which we are subject.
5. Data Sharing and Third-Party Processors
We share personal data only as described below and only with service providers that need access to support the App under strict data processing agreements:
Platform, hosting, and backend infrastructure: The App is built and hosted using Base44. Base44 acts as our data processor, providing essential software, cloud hosting, authentication, database storage, operational logging, and technical infrastructure necessary to deliver the App.
Customer communications and CRM (Mailchimp): We use Mailchimp (operated by The Rocket Science Group LLC / Intuit Inc.) as our email marketing and customer data platform. Account registration details (such as your name, email address, and associated profile tags) are synchronized with and stored in Mailchimp to manage customer lists, send operational/transactional emails, and deliver marketing campaigns where permitted.
Legal and safety disclosures: We may disclose personal data if required by law, court order, or governmental authority, or where necessary to prevent fraud, protect safety, or enforce our legal rights.
Business transfers: If we undergo a merger, reorganization, or transfer of business assets, personal data may be transferred to the relevant successor entity, subject to standard confidentiality protections.
All third-party service providers acting on our behalf are bound by data processing agreements requiring appropriate technical and organizational security measures and prohibiting them from using your data for their own independent purposes.
6. Data Retention
We retain personal data only for as long as necessary to fulfil the purposes set out in this policy, unless a longer retention period is required or permitted by law.
Active accounts and marketing records: We retain your account, pet profile, and Mailchimp subscriber records for as long as your account remains open and active. If you unsubscribe from our marketing emails, we will retain your email address on a suppression list to ensure we honour your preference not to be contacted.
Account deletion: If you delete your account or submit a verified erasure request, we will delete or anonymise your personal data from both our primary application database and our Mailchimp records within 30 days where technically feasible.
Backups and legal records: Limited residual copies may remain in secure, encrypted backups for a brief standard retention cycle before being permanently overwritten. Certain data may be retained longer if required to satisfy statutory, tax, or dispute-resolution obligations.
7. Your Rights (UK GDPR / EU GDPR)
If you reside in the United Kingdom or the European Economic Area, you have specific statutory rights regarding your personal data:
Right of access: You can request a copy of the personal data we hold about you.
Right to rectification: You can request the correction of inaccurate or incomplete personal data.
Right to erasure (“right to be forgotten”): You can request the deletion of your personal data from our app and marketing databases where there is no ongoing lawful ground for us to retain it.
Right to restriction: You can ask us to pause or limit the processing of your data under certain circumstances.
Right to data portability: You can request a copy of the data you provided to us in a structured, commonly used, and machine-readable format.
Right to object / Opt-out: You can object at any time to data processing based on our legitimate interests or to direct marketing communications by clicking the “unsubscribe” link in any email.
Rights regarding automated decision-making: The App provides nutrition guidance and informational recommendations; it does not make automated decisions that have legal or similarly significant effects on you.
To exercise any of your rights, please contact us at [email protected]. We may ask for proof of identity before handling your request and will respond within one month of receipt.
You also have the right to lodge a complaint with the UK supervisory authority:
Information Commissioner’s Office (ICO)
Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF
Website: ico.org.uk
If you are located in the EEA, you may contact your national Data Protection Authority.
8. Children’s Privacy
The Selective Nutrition Guide App is not intended for or targeted at children under the age of 13. We do not knowingly collect personal data from children under 13.
If you believe that a child under 13 has registered or provided personal information through the App, please notify us at [email protected]. If we discover that personal data of a child under 13 has been collected without verifiable parental consent, we will promptly delete it.
9. Security
We and our service providers (including Base44 and Mailchimp) implement robust technical and organisational security measures to protect your data against accidental loss, unauthorized access, misuse, alteration, or disclosure. These measures include:
Encryption of data in transit using Transport Layer Security (TLS 1.2+).
Industry-standard encryption of data at rest (such as AES-256).
Restricted access controls and multi-factor authentication for administrative systems.
Continuous server monitoring, security patching, and automated vulnerability scanning.
While we take rigorous steps to safeguard your information, no transmission over the internet or cloud storage environment can be guaranteed to be 100% secure. You are responsible for safeguarding your login credentials.
10. Cookies, Storage, and Tracking Technologies
The App utilizes device storage, session tokens, and platform technologies to maintain user sessions, remember preferences, and ensure system performance and security.
Essential operational technologies: These are required for basic application functionality, user authentication, load balancing, and security.
Email tracking: Transactional and marketing emails sent via Mailchimp may contain web beacons (tracking pixels) to help us measure open rates, click-through rates, and message engagement. You can prevent pixel loading by disabling automatic image display in your email client settings.
11. International Data Transfers
Supreme Petfoods Ltd is based in the United Kingdom. Because our service providers (including Base44 and Mailchimp / Intuit Inc.) operate globally with server infrastructure located primarily in the United States, your personal data will be transferred to, stored, and processed outside the UK and the EEA.
Whenever personal data is transferred internationally, we ensure appropriate safeguards are implemented in accordance with UK and EU data protection laws, including:
Standard Contractual Clauses (SCCs) approved by the European Commission, together with the UK International Data Transfer Addendum or UK International Data Transfer Agreement (IDTA).
Reliance on adequacy regulations or certified data protection frameworks (such as the UK Extension to the EU-US Data Privacy Framework where applicable to the vendor).
Binding Data Processing Agreements enforcing strict confidentiality and data protection standards.
12. Changes to This Policy
We may revise this Privacy Policy periodically to reflect updates to our platform, changes in our integrations, or changes in legal obligations.
When material changes are made, we will notify you through an in-app banner, email notification, or by updating the “Last updated” date at the top of this page. Your continued use of the App following the posting of an updated policy signifies your acknowledgement of the revised terms.
13. Contact Us
For questions, concerns, or requests regarding this Privacy Policy or our data protection practices, please contact:
Supreme Petfoods Ltd
Website: https://supremepetfoods.com
App: https://app.supremepetfoods.com
Privacy Email: [email protected]