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
Celebrity chef by celebrity chefs have led to increased demands for certain food products. Both Jamie Oliver and Nigella Lawson caused a surge in sales of goose fat after including it in recipes, and Ken Hom's first television series caused a surge in sales of peking ducks. Endorsements by Delia Smith became so well known that the "Delia effect" was added to the British dictionary in 2001. For example, her "How to Cook" series caused a ten percent spike in egg sales alone, and sales of tinned minced beef and Fray Bentos tinned pies went up by around 12 percent following the