Kraft Heinz Consumer Research Privacy Notice

For more information about your California Privacy Rights, please scroll down. To opt out of the sale or share of your personal information, please click here (opens in a new window)or scroll down.

Last Updated: 4/28/2025

At The Kraft Heinz Company (“Kraft Heinz,” “we,” “us,” or “our”), we are committed to respecting and protecting your privacy. This Kraft Heinz Consumer Research Privacy Notice (“Notice”) outlines how we collect, use, and handle personal data for participants selected to engage in the market research activity (“research”, “consumer research,” or “research activity”), provided by our vendor quantilope, Inc (“quantilope”). For this specific processing activity, The Kraft Heinz Company is the data controller and is responsible for the proper management of your personal data during your participation in this research and quantilope acts as a data processor on our behalf, as defined by applicable privacy laws.

By participating in the research, you acknowledge and agree to the collection, use, and disclosure of your personal data as outlined in this Notice. If you do not, please refrain from participating in this research activity.

Please note that this Notice applies only to your participation in this specific research activity conducted by us through quantilope. If you independently engage with quantilope’s other services, websites, or applications outside of this research, your interactions will be governed by quantilope’s own Privacy Notice(opens in a new window), available at https://www.quantilope.com/privacy-policy(opens in a new window).

When we refer to "applicable law" in this Notice, we mean the laws and regulations that are relevant to our processing of your personal information. Depending on where you live, "applicable law" may include federal, state, and local laws in the United States.

If you would like to learn more about Kraft Heinz's data privacy practices, please visit our main Site Privacy Notice(opens in a new window) at: https://www.kraftheinz.com/privacy-policy(opens in a new window).

Information We Collect

In connection with your participation in this research, we may collect and process certain types of personal data, including your name, address, contact information, and research participation details as part of the research process. Additionally, we collect and process sound and image recordings, such as your photos, videos, and audio responses, which may include video submissions capturing your experiences during purchase, usage, and consumption moments. This information will be handled in accordance with applicable laws and as outlined in this Notice.

How We Use Your Information

We may use the information we collect from and about you for any of the following purposes:

• Market Research: To better understand consumer preferences, behaviors, and trends.

• Internal Use: For activities such as process enhancements and overall organizational development.

• Statistical Analysis: To conduct analyses of collected data, uncover patterns, and generate insights that inform the optimization of products, services, and strategies.

• Aggregated Data Use: We may utilize your data in a non-identifiable, aggregated format to support analytical and demographic studies.

• Technical Improvement: Your anonymized responses may be used to help improve the quality and accuracy of our systems. We do not use your personal data to train or fine-tune the artificial intelligence technologies that process your answers.

As part of research, we may utilize artificial intelligence (AI) and machine learning techniques for tasks such as video transcription, translation of transcriptions, and video content analysis. This analysis may include evaluating how participants interact with products at various stages of testing and review. We do not use facial recognition technology for any video analysis.

We also do not use AI or machine learning for automated decision making based on the data collected from participants, nor do we engage in automated processing of personal data or profiling that produces legal or similarly significant effects on participants.

For information about your opt-out rights, please refer to the “Your Rights” section below.

How We Disclose Your Information

We do not sell or otherwise disclose personal information about you, except as described in this Notice. For California residents, please see “Your California Privacy Rights” below.

We may disclose the information we collect from and about you in the following ways: (1) among Kraft Heinz brands and subsidiaries for the purposes described above; (2) to our third party service providers we have retained to perform a business, professional or technical support functions for us, including to the extent necessary or desirable to help run our business activities (these service providers may have access to personal information about you if it is needed to perform their functions for Kraft Heinz, but they are not authorized by Kraft Heinz to use or disclose the information except as necessary to perform services on Kraft Heinz’s behalf or to comply with legal requirements); (3) as necessary to investigate or prevent an actual or suspected crime or injury to ourselves or others, as permitted by law; (4) if we believe that there has been a violation of our Terms of Use or of our rights or the rights of any third party; (5) to respond to judicial process or provide information to law enforcement authorities, regulatory agencies, or other government officials, or otherwise as required by law; and (6) as otherwise described to you in this Notice.

Children’s Information

We are committed to protecting the privacy of children. This research is not directed to children and we do not knowingly collect personal information from children under age 13. If you believe we have collected personal information from your child, please contact us at USprivacy@kraftheinz.com and we will delete all associated data.

How We Protect and Retain Your Information

The security of your information is important to us. We have taken certain administrative, technical, and physical steps to safeguard the information we collect from and about you against unauthorized use, disclosure, alteration, or destruction. While we make every effort to help ensure the integrity and security of our network and systems, we cannot guarantee our security measures.

Personal information is maintained on our servers or those of our service providers and is accessible to authorized employees, representatives and agents who require access for the purposes described in this notice. We retain personal information in accordance with our record retention policies. Retention periods are set taking into account the purpose for which the personal information was collected, applicable legal requirements, and our legitimate need to retain business records for reasonable periods.

Updates To This Notice

We may change or update all or certain portions of this Notice at any time. When we do, we will provide the revised Notice wherever this Notice was initially presented to you. Your continued participation in the research following the posting of the revised Notice means you accept these changes. Please check back from time to time so you are aware of any changes or updates to the Notice. If we make any material changes, we will provide appropriate Notice to you. We will indicate the Notice’s effective date on the first page of the notice.

Your Rights

Depending on where you live and the Data Protection Laws applicable to you, you may have one or more of the following rights:

Right to access: The right to confirm whether we are processing your personal information and to access such personal information.

Right to correct: The right to request correction to inaccuracies in your personal information.

Right to delete: The right to request deletion of personal information provided by or obtained about you.

Right to Opt-Out of Certain Processing: Certain opt-out rights such as opt out of the processing of your personal information for purposes of (i) targeted advertising, (ii) the sale of personal data, or (iii) profiling in furtherance of decisions that produce legal or similarly significant effects on you.

Right to Portability: The right to obtain a copy of your personal information in a portable and common file format.

Right to Non-Discrimination: The right not to receive discriminatory treatment for exercising your privacy rights described here.

Right to Appeal: The right to appeal a decision regarding your consumer privacy requests by contacting us via email.

How to Exercise Your Rights

If you would like to exercise the rights set out above, please submit a consumer request to us via:

• Email at: USprivacy@kraftheinz.com

• Webform here(opens in a new window)

• Phone at: 1-855-634-1984

A verifiable consumer request must provide us adequate information to allow us to (1) reasonably verify that you are the individual whose personal information we collected (or an authorized representative) and (2) to understand your request so that we can process and respond to it. You may submit verifiable consumer requests on behalf of your minor children.

Depending on where you live, you may have the right to appeal a decision regarding your consumer privacy request, which you can exercise by contacting us via email at the email address provided above.

How To Contact Us

If you have any questions about this Notice, you can contact us at: The Kraft Heinz Company 200 E. Randolph St. Chicago, IL 60601 Attention: Consumer Relations

1-800-543-5335 9 a.m. - 5 p.m. Eastern Time, Monday through Friday, excluding holidays.

Or send us an e-mail. We would be happy to answer your questions or hear your concerns.

If you would like to learn more about Kraft Heinz's data privacy practices, please visit our main Site Privacy Notice(opens in a new window) at: https://www.kraftheinz.com/privacy-policy(opens in a new window).

California Privacy Rights

Date Last Updated: 4/28/2025

Your privacy is important to us. This California Privacy Notice supplements our Notice and describes the categories of personal information we collect from and about California residents when you when you participate market research activity (“research”, “consumer research,” or “research activity”), provided by our vendor quantilope, Inc (“quantilope”). This Notice also provides details on sources of collection of personal information, the purposes for which we collect and use such information, how we may use and disclose it, and your ability to control certain uses of it. Please review our Kraft Heinz Consumer Research Privacy Notice above for additional information about how we use your personal data. When we use words like "sell,” “share,” “third party,” and “service provider”, which are defined in the California Consumer Privacy Act of 2018, as amended (“CCPA”) and California Consumer Privacy Act Regulations (“Regulations”), those definitions apply to this California Privacy Notice.

Information We Collect

We collect certain personal information from you when you choose to disclose it with us and from the sources as explained below in the Sources of Personal Information section. The personal information we collect from you can vary depending on the nature of your interaction with us and may have included the following in the preceding 12 months:

• Identifiers, such as real name, postal address, and email address;

• Characteristics of protected classification under California or federal law, such as age, gender, race, or ethnic background;

• Professional or employment-related information, such as profession, job title, industry of employment, or honorific;

• Education information, such as level of degree obtained; and

• Inferences that may be drawn from the information identified above.

We only collect sensitive personal information on the basis of one or more of the following:

• you have given consent to the collection; and/or

• where the collection is manifestly made public by you.

Source(s) of Personal Information

We collect personal information directly from you when you participate in this research activity, such as through your responses to survey questions, video submissions, or other materials you choose to provide.

Purposes for Collection and Use

We collect and use your personal information for business or commercial purposes, as described in the How We Use Your Information section of the Notice. Please review that section under the Kraft Heinz Consumer Research Privacy Notice for detailed information.

Data Retention Period

We will retain your Personal Information for the period necessary to fulfill the purposes outlined in this California Privacy Notice unless a longer retention period is required or permitted by applicable law for legal, auditing, or compliance purposes.

How We Use and Share Your Information

We use your personal information for business and commercial purposes as described in the Notice. We may disclose the information we collect from and about you in the following ways: (1) among Kraft Heinz brands and subsidiaries for the purposes described above; (2) to our third party service providers we have retained to perform a business, professional or technical support functions for us, including to the extent necessary or desirable to help run our business activities (these service providers may have access to personal information about you if it is needed to perform their functions for Kraft Heinz, but they are not authorized by Kraft Heinz to use or disclose the information except as necessary to perform services on Kraft Heinz’s behalf or to comply with legal requirements); (3) as necessary to investigate or prevent an actual or suspected crime or injury to ourselves or others, as permitted by law; (4) if we believe that there has been a violation of our Terms of Use or of our rights or the rights of any third party; (5) to respond to judicial process or provide information to law enforcement authorities, regulatory agencies, or other government officials, or otherwise as required by law; and (6) as otherwise described to you in this Notice.

We do not sell, share, or otherwise disclose personal information about you except as described here.

We do not knowingly sell or share personal information of consumers under the age of 16.

Disclosure, Sale, or Share of Personal Information

The CCPA requires us to make specific disclosures regarding our personal information sharing practices. In the last 12 months, if applicable, we may have disclosed the following categories of personal information to the following categories of recipients, as shown in the table below.

We do not sell your personal information to third parties, in the traditional or common sense understanding of the word "sell." Please note, however, some disclosures below may be interpreted to constitute a “sale” under the CCPA. The column titled "Categories of Third Parties With Whom We Share Personal Information" below describes sharing with third parties for cross-context behavioral advertising. We

Business or Commercial Purposes for Disclosure, Sale, or Share to Third Parties

We may disclose personal information we collect from and about you to the recipients, as listed above, for one or more of the following business or commercial purposes:

• Market Research: To better understand consumer preferences, behaviors, and trends.

• Internal Use: For activities such as process enhancements and overall organizational development.

• Statistical Analysis: To conduct analyses of collected data, uncover patterns, and generate insights that inform the optimization of products, services, and strategies.

• Aggregated Data Use: We may utilize your data in a non-identifiable, aggregated format to support analytical and demographic studies.

• Technical Improvement: Your data (spoken words and pictures) is evaluated by a computer system and your answers are documented. At the same time, the technology behind it (artificial intelligence) evaluates your speech habits and emotions in order to constantly improve the system's comprehension.

Your Rights and Choices

You have the right to request that we provide certain information to you about how we collected and used your personal information. Specifically, you have the following rights:

Right to Access: You have the right to request access to categories and specific pieces of personal information about you that we collect, use, disclose, share, and sell. If requested, we will provide you a copy of your personal information we collected as permitted by CCPA.

Right to Delete: In certain circumstances, you have the right to request that we delete personal information that we collect from you, subject to applicable legal exceptions. Upon verifying the validity of a deletion request, we will delete your personal information from our records.

Right to Know: You have the right to know the information that we collect, as defined in the CCPA.

• The categories of personal information we collected about you;

• The categories of sources of personal information we collected about you;

• The business or commercial purpose(s) for which we collected, sold, or shared your personal information; and

• The categories of third parties with which we share your personal information and, where such disclosures were for a business purpose, the personal information categories that each category of third-party recipients received and, where such disclosures were “sales” or “shares”, the personal information categories purchased or received by each category of recipient; and

• The specific pieces of personal information we collected about you.

Right to Correct: You have the right to correct inaccurate personal information maintained by us. Upon verifying the validity of the request, we will use commercially reasonable efforts to correct your personal information as directed, taking into account the nature and purpose of maintaining your personal information.

Right to Opt-Out of Selling or Sharing of Personal Information: You have the right to Opt-Out of the selling or sharing of your personal information to third parties (as those terms are defined in the CCPA).

Right to Limit the Use and Disclosure of Sensitive Personal Information: You have the right to limit the use and disclosure of your sensitive personal information.

Right Not to Receive Discriminatory Treatment: You have the right not to receive discriminatory treatment for exercising your privacy rights described by the CCPA.

How to Exercise Your Rights

If you would like to exercise the rights set out above, please submit a verifiable consumer request to us via:

• Email at: USprivacy@kraftheinz.com

• Webform here(opens in a new window)

• Phone at: 1-855-634-1984

A verifiable consumer request must provide us adequate information to allow us to (1) reasonably verify that you are the individual whose personal information we collected (or an authorized representative) and (2) to understand your request so that we can process and respond to it. Please note that only you, or a person registered with the California Secretary of State that you authorize to act on your behalf, may submit a verifiable consumer request for your personal information. You may submit verifiable consumer requests on behalf of your minor children.

Once we have received and verified your request, we will send a confirmation of our receipt of your request and, within 45 days, either a copy of the requested information or confirmation of deletion or correction, as applicable. If, for any reason, we are unable to fulfill your request, we will notify you and provide an explanation.

Do Not Sell or Share My Personal Information

To opt-out of the sale or sharing of your personal information, please call us at 1-855-634-1984, use our Webform here(opens in a new window) or send an email to USprivacy@kraftheinz.com.

Limit the Use and Disclosure of My Sensitive Personal Information

To limit the use or disclosure of your sensitive personal information, please call us at 1-855-634-1984, use our Webform here(opens in a new window) or send an email to USprivacy@kraftheinz.com.

Kraft Heinz Data Subject Rights Requests

Kraft Heinz has compiled the below statistics regarding its Access, Delete and Do Not Sell My Personal Information requests received, fulfilled (in whole or in part), denied between January 1, 2022 and December 31, 2022. Kraft Heinz authenticates requests in accordance with applicable law but does not request consumers provide proof of residence in a given state or territory. Instead, Kraft Heinz actions all requests received which pertain to marketing activities in the United States. Accordingly, the below statistics reflect total numbers of data subject rights requests received from all consumers in the relevant time period.

Updates To This California Privacy Notice

We may change or update portions of this California Privacy Notice at any time. When we do, we will post the change(s) wherever this California Privacy Notice was initially presented to you. Your continued participation to research following the posting of changes to these terms means you accept these changes. Please check back from time to time so you are aware of any changes or updates to the notice. If we make any material changes, we will provide appropriate notice to you. We will indicate the notice’s effective date at the top of the notice.

How To Contact Us

If you have any questions about this California Privacy Notice, you can contact us at:

The Kraft Heinz Company 200 E. Randolph St. Chicago, IL 60601 Attention: Data Privacy Team

Call us at 1-855-634-1984 9 a.m. - 5 p.m. Eastern Time, Monday through Friday, excluding holidays.

E-mail us at USprivacy@kraftheinz.com. We would be happy to answer your questions or hear your concerns.