The latest move comes after months of preparation. Mark Kent, senior food and brand development manager at Debenhams, said: "We had to source a number of new products for our menu, including hot chocolate, which is quite considerable but something we were committed to doing." Kent went on to explain the reasons behind banning these products: "We took the decision to ban these ingredients as research showed a potential link between the consumption of azo colours and hyperactivity in some children and we were aware that hydrogenated fats could raise blood cholesterol levels." Further research also found that the significant proportion of Debenhams customers are parents or grandparents accompanying young children. Therefore the company has created a VIP service offering organic, homemade baby food, warming bowls, high chairs and bibs for the younger diner. A pick & mix option is also available at a set price where children can choose up to five different items, along with a piece of fruit. Debenhams is also the first company to introduce a Food File, which details every menu item so that allergy sufferers and anyone with special dietary requirements can choose their meal fully aware of its ingredients.