MÖR Privacy Policy
1. Scope and who we are
This Privacy Policy (the "Policy") is issued by Niche Bakers Corp., an Ontario corporation with offices at 6680 Finch Avenue West, Unit 7, Toronto, Ontario M9W 6C2, Canada ("Niche Bakers", "we", "us" or "our"). Niche Bakers owns and operates the MÖR brand.
This Policy describes how we collect, use, disclose and protect personal information when you visit thisismor.com (the "Site"), join the MÖR waitlist, or receive email communications from MÖR. "Personal information" means information about an identifiable individual.
This Policy does not apply to third-party websites, social media platforms or retailer sites that we link to or that link to us. Those services have their own privacy practices.
Effective date: October 20, 2026.
2. Information we collect
2.1 Information you provide. When you join the waitlist, we collect your email address. If you contact us or reply to an email from MÖR, we collect the information you choose to include in your message.
2.2 Information collected automatically. When you visit the Site, we and our service providers automatically collect certain technical and usage information, which may include your IP address, approximate location derived from it, browser type and version, device type and operating system, referring URL or advertisement, pages viewed, and the date, time and duration of your visit. Some of this information is collected through cookies, pixels and similar technologies, described in Section 5.
2.3 Information from third parties. If you arrive at the Site from an advertisement on Meta (Facebook or Instagram), the advertising platform may provide us with aggregated or de-identified information about campaign performance. We do not receive your name or profile information from these platforms.
2.4 Information we do not collect. The Site does not request payment information, government identifiers, or sensitive personal information such as health data. Please do not send us such information.
3. How we use information
We use personal information for the following purposes:
1. To operate the waitlist — to register your interest and to notify you when MÖR products become available and where to purchase them.
2. To send marketing communications — to send you news, product information, promotions and offers relating to MÖR, where you have consented (see Section 4).
3. To respond to you — to answer questions, requests and complaints.
4. To operate, secure and improve the Site — including diagnosing technical issues, preventing fraud and abuse, and understanding how visitors use the Site.
5. To measure and improve advertising — including measuring the effectiveness of our campaigns and showing MÖR advertisements to people who have visited the Site (see Section 5).
6. To comply with law — including responding to lawful requests and enforcing our legal rights.
We will not use your personal information for a materially different purpose without first obtaining your consent, unless permitted or required by law.
4. Consent and marketing emails
4.1 Your consent. By entering your email address and submitting the waitlist form, you give Niche Bakers your express consent to send you commercial electronic messages about MÖR, including launch notifications, product news and offers. This consent is sought in accordance with Canada's Anti-Spam Legislation (CASL) and applies to recipients inside and outside Canada.
4.2 Withdrawing consent. You may withdraw your consent at any time, at no cost, by clicking the unsubscribe link included in every email we send or by contacting us at the address in Section 13. We will give effect to your request without delay and in any event within ten (10) business days, as CASL and the U.S. CAN-SPAM Act require.
4.3 What our emails contain. Every commercial email from MÖR will identify Niche Bakers as the sender, include our mailing address, and include a working unsubscribe mechanism.
4.4 Record of consent. We keep a record of when and how you subscribed (date, time and the form used) so that we can demonstrate your consent if required.
5. Cookies, pixels and interest-based advertising
5.1 Technologies we use. The Site uses cookies (small text files stored on your device) and pixels (small pieces of code) for the following purposes:
Type
Purpose
Set by
Strictly necessary
Deliver the page, keep the form working, prevent abuse
Kit (our page and email provider)
Analytics
Understand visits and form conversions
Kit
Advertising
Measure the performance of MÖR ads and build audiences of Site visitors for advertising on Facebook and Instagram
Meta Platforms, Inc. (Meta Pixel)
5.2 Meta Pixel. The Meta Pixel allows Meta to recognize that a device has visited the Site and to match that visit to a Meta account, if one exists, for ad measurement and retargeting. Meta processes this data under its own Privacy Policy. You can control how Meta uses data from third-party sites through your Facebook or Instagram ad preferences.
5.3 Your options. You can refuse or delete cookies through your browser settings; doing so may affect how the Site functions. The Site also honours the Global Privacy Control (GPC) browser signal as an opt-out of targeted advertising where required by law. For industry-wide opt-outs, see optout.aboutads.info (US) and youradchoices.ca (Canada).
5.4 "Sale" and "sharing" under US state law. We do not sell personal information for money. Some US state laws treat the use of advertising pixels as "sharing" personal information for cross-context behavioural advertising or as "targeted advertising". To the extent that definition applies, you may opt out as described in Section 5.3 or Section 10.
6. Disclosure to third parties
We do not sell, rent or trade the waitlist or any personal information. We disclose personal information only in the following circumstances:
6.1 Service providers. We engage third parties to perform services on our behalf, such as hosting the Site, storing the waitlist, sending email, measuring advertising, and managing our marketing campaigns. These providers are permitted to use personal information only to perform their services for us and are bound by contractual confidentiality and data-protection obligations. Our principal providers for the Site are Kit (Kit.com, email and landing-page platform) and Meta Platforms, Inc. (advertising).
6.2 Legal and safety. We may disclose personal information where required by law, subpoena, court order or other legal process; to protect the rights, property or safety of Niche Bakers, our customers or the public; or to detect and prevent fraud or security issues.
6.3 Business transactions. If Niche Bakers or the MÖR brand is involved in a merger, acquisition, financing, reorganization or sale of assets, personal information may be transferred to the acquiring entity, which will be bound by this Policy with respect to that information.
6.4 With your consent. We may disclose personal information for any other purpose with your consent.
7. International transfers
Niche Bakers is located in Canada. Our service providers store and process personal information in the United States and may do so in other countries where they or their sub-processors operate. While your personal information is outside Canada, it is subject to the laws of that jurisdiction and may be accessible to courts, law enforcement and national security authorities there.
We use contractual and other measures to require our service providers to protect personal information to a standard comparable to Canadian law. By using the Site or joining the waitlist, you acknowledge that your personal information may be transferred to, stored in and processed in the United States and other countries outside your own.
8. Retention
We retain personal information only for as long as necessary to fulfil the purposes for which it was collected, to meet legal, accounting or reporting obligations, or to resolve disputes.
Information
Retention period
Waitlist email address and consent record
For as long as you remain subscribed, then deleted within 90 days of unsubscribing
Unsubscribe (suppression) record
Indefinitely, so that we do not email you again
Correspondence with you
Up to 2 years after our last contact
Analytics and advertising data
Per the provider's standard retention, generally no more than 24 months
When personal information is no longer required, we delete it or de-identify it so that it can no longer be associated with you.
9. Security
We protect personal information with physical, organizational and technological safeguards appropriate to its sensitivity, including encrypted transmission (HTTPS), access controls limiting who can view the waitlist, and reliance on service providers that maintain recognized security programs. No method of transmission or storage is completely secure, and we cannot guarantee absolute security. If we become aware of a breach of security safeguards that creates a real risk of significant harm to you, we will notify you and the relevant authorities as required by law.
10. Your rights and choices
10.1 All users. Subject to applicable law, you may: (a) request access to the personal information we hold about you; (b) request that we correct inaccurate or incomplete information; (c) request that we delete your personal information; (d) withdraw your consent to marketing emails at any time; and (e) ask questions or make a complaint about our handling of your personal information. To exercise these rights, contact us as set out in Section 13. We will respond within thirty (30) days, or sooner where the law requires. We may ask you to verify your identity before acting on a request, and we may decline requests that are unfounded, excessive or that would require us to breach a legal obligation.
10.2 Canada. Niche Bakers handles personal information in accordance with the Personal Information Protection and Electronic Documents Act (PIPEDA) and applicable provincial privacy legislation. Our Privacy Officer is responsible for compliance with this Policy and can be reached at the contact details in Section 13. If you are not satisfied with our response, you may file a complaint with the Office of the Privacy Commissioner of Canada.
10.3 United States. If you are a resident of California, Virginia, Colorado, Connecticut, Texas, Oregon or another US state with a comprehensive consumer privacy law, you may have the right, subject to that law's thresholds and exceptions, to: confirm whether we process your personal information and access it; correct or delete it; obtain a portable copy; opt out of targeted advertising, the sale of personal information, and the "sharing" of personal information for cross-context behavioural advertising; and appeal a decision we make on your request. We do not sell personal information. To opt out of targeted advertising or "sharing", enable the Global Privacy Control signal in your browser or contact us. You may authorize an agent to make a request on your behalf, and we will not discriminate against you for exercising any right. California residents: we have not sold or shared personal information of consumers under 16, and we do not use or disclose sensitive personal information for purposes requiring a right to limit.
10.4 Other jurisdictions. If you are located outside Canada and the United States, you may have rights under your local law. Contact us and we will respond in accordance with the law that applies to you.
11. Children
The Site and the waitlist are intended for adults. We do not knowingly collect personal information from anyone under the age of 13 (or under 16 where a higher age applies). If you believe we have collected personal information from a child, contact us and we will delete it promptly.
12. Changes to this Policy
We may update this Policy from time to time to reflect changes in our practices or in the law. The effective date at the top of the Policy indicates when it was last revised. If we make a material change to how we use personal information already collected, we will notify waitlist subscribers by email and, where required, seek your consent. Your continued use of the Site after the effective date of a revised Policy means you accept the revised terms.
13. Contact us
Questions, access or deletion requests, consent withdrawals and complaints may be directed to our Privacy Officer:
Niche Bakers Corp. Attention: Privacy Officer 6680 Finch Avenue West, Unit 7 Toronto, Ontario M9W 6C2 Canada
Email: cparentinch@nichebakers.com
We will acknowledge your request and respond within the timeframes set out in Section 10.
