Generic brand J"). In addition to price and nutrition, evidence suggests that quality is equal to, if not better than, established brands. In the 2007 Whisky Bible several supermarket single malts were rated higher than top-brand distilleries, with Tesco having the highest rating own-brand. Rather than offering a single own-brand alternative, supermarkets have in recent years introduced 'premium' and 'value' ranges offering varying quality and price. Some supermarkets advertise the quality of their premium own-brands for example Sainsbury's television commercial featuring celebrity chef Jamie Oliver. Value supermarket brands are sold at considerably less than known brands, sometimes even below cost price, to
Jamie Oliver Oliver travelled to inspire everyday people in Rotherham, Yorkshire, to cook healthy meals. Another television series is "Jamie Oliver's Food Revolution" (2010–11), where he travelled first to Huntington, West Virginia and then to Los Angeles to change the way Americans eat, and address their dependence on fast food. Oliver's holding company, Jamie Oliver Holdings Ltd., earned enough for Oliver to have been listed on "The Sunday Times" list of richest Britons under 30. In December 2009, Oliver received the 2010 TED Prize. Oliver hosted "Jamie's 15 Minute Meals" on Channel 4, which aired for 40 episodes in 2012. In June