Cookie Policy

Last Updated September 2023


The Privacy Notice explains how information about you is collected, used and disclosed by BRG Appliances Limited and our various affiliates and brands including  Baratza, beanz, ChefSteps, ControlFreak, FoodThinker, Lelit, Sage Commercial and others; (collectively “Sage,” “we,” “our” or “us”) when you access or use our website and mobile applications, our connected appliances, and our other products and services (collectively, the “Services”), or when you otherwise interact with us. 


Our websites use cookies, pixel tags and other forms of identification and local storage (“tags/files”) to distinguish you from other users of our website and of websites of our network (collectively our “Websites”). This helps us provide you with a good experience when you browse our Website and allows us to improve our Services. We provide this “Cookie Policy” as part of our Privacy Notice to inform you about the types of cookies and other tracking technologies we use, why we use them and your choices in relation to them. 


Tracking Technologies We Use 


Cookies are small data files downloaded to your hard drive or mobile device when you visit a website that help us remember things about you so that we can improve our Services and customise your experience. There are different types of cookies. 

Cookies may be classified according to who operates the domain from which they are set. For example, cookies served by the entity that operates the domain you are visiting are called “first-party cookies”. Cookies served by other non-affiliated companies are called “third-party cookies.” We allow third parties to set cookies when you visit our Services to understand how you interact with our Services and for other reasons, as explained further below. 


Cookies may also be classified by their lifespan. For example, cookies that last only for the duration of your browsing session are called “session cookies.” “Persistent cookies” remain on your computer after you close your browser or after you navigate away from our webpages. Persistent cookies are stored on your computer’s hard drive until a specified expiration date, which could be tomorrow, ten years from now or permanent to the specific device unless overwritten with newer cookies or manually removed by you. 


Some cookies may be purely technical cookies that are required to provide you with certain services. For instance, technical cookies remember the items you include in an order or allow you to share content on social networks. Other technical cookies allow us to do things like understand user behaviour on our Services or serve customised ads. 


“Web Beacons” and “Pixel Tags” are electronic images embedded in a webpage or email that can retrieve certain information about your device and browser, such as the device type, operating system, browser type and version, website visited, time of visit, referring website, IP address and other similar information. These technologies also help to deliver cookies, count visits, and understand usage and campaign effectiveness. 


Local storage refers to other places on a browser or device where information can be stored, and includes both your own device storage and browser cache. 


Software Development Kits (also called SDKs) are blocks of code provided by third parties that are installed in our mobile apps. They function like cookies and pixels, allowing those parties to collect (and share with us) information about how users interact with our apps as well as certain information about the device and network they use to access our apps. 


Our Use of Cookies 


We use first-party or third-party cookies and similar tracking technologies to collect data, including personal data, for a variety of purposes, including to improve the functionality of our Services. 

Below you can learn about the categories of cookies that we use and the general purpose of each category: 


Strictly Necessary Cookies

 These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request   for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not     then work. These cookies do not store any personally identifiable information.

Performance Cookies

These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance.

Functional Cookies

These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.

Targeting Cookies

These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.

Social Media Cookies

These cookies are set by a range of social media services that we have added to the site to enable you to share our content with your friends and networks. They are capable of tracking your browser across other sites and building up a profile of your interests. This may impact the content and messages you see on other websites you visit. If you do not allow these cookies you may not be able to use or see these sharing tools.

To refuse these various types of cookies, please follow the instructions below under the section “Your choices”. 


Duration of storage of cookies on your device 

The duration of storage of cookies on your device may vary, depending on the category to which they belong: temporary or permanent. 


Temporary cookies 

We use temporary cookies on all of our secure pages to assign and register a session ID. You can browse our entire Site without interruption. This identifier is also used for internal reporting purposes. It does not allow us to identify you by name and this type of cookie does not leave any information recoverable on your hard drive. Most of our proprietary cookies fall into this category and expire when you close your Internet browser. 


Permanent cookies 

Our proprietary analysis cookies and third-party cookies are permanent cookies. They allow us to understand visitors’ browsing behaviour over a longer period of time or to provide you with additional features related to your Site customisation requests and the content that you have saved or stored. They can stay on your computer for 24 hours, a week or several years, depending on their function. This means that these cookies survive after your browser is closed and can be used by our Site to recognise your computer when you reopen your browser later. 


Your Choices—Disabling and Deleting Cookies 


Cookie management tool 

We only place cookies on your device after you give us permission. For European domains, you have the option to adjust what cookies you allow us to place on your browser through our Cookie Consent tool. You can modify these settings at any time by clicking the cookie icon/cookie settings in the bottom left corner of the webpage. 


All cookies by web browsers: Most web browsers and devices are set to accept cookies by default. If you prefer, you can usually choose to disable cookies by updating your browser or device settings to remove or reject cookies. For example, you may be able to disable cookies by following the instructions provided by your browser, which are usually located within the “Help,” “Preferences” or “Settings” menus. For further information about deleting or blocking cookies, please visit: 

If you want to delete any cookies that are already on your computer, please refer to the Help, Support, History or Tools area on your Internet browser for instructions on how to do so.  Current technology does not permit your various devices to synchronize these settings, so you must set them for each browser and device that you use. You should know that if you choose to remove or reject cookies, or limit the use of other similar technologies, this could affect your access to all websites and in particular to the functionality of our Services. If you use your browser settings to block all cookies, you will block functionality cookies and may not be able to access all or parts of our website. You can find more information about cookies in general and similar tags/files at the following addresses: (a guide to behavioural advertising and online privacy, produced by the internet advertising industry). 

Some companies which contribute to Sage Services may allow you to opt out of the use of information about your web browsing activity for purposes of serving ads that are targeted to your interests. You can find out more about interest-based ads and opt out of having your web browsing information used for behavioural advertising purposes by certain third parties by visiting


Contact Us 

This Policy may be revised from time to time.  Please revisit it regularly to stay informed about our use of cookies. If you have any questions or comments regarding this Cookie Policy, you can email us [email protected] or write to us at the following address: 

BRG Appliance Limited
3rd Floor, 86 - 90 Paul Street, London, EC2A 4NE, United Kingdom
Attn: Data Protection Officer/ Legal Department