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
The Naked Chef The Naked Chef The Naked Chef was a BBC Two television cooking programme starring Jamie Oliver. It originally ran for three series plus three subsequent Christmas specials, and was produced by Optomen Television for the BBC. The show was Oliver's television debut, and was noted for its use of jumpy, close-up camera work, and the presenter's "Mockney" dialect and relaxed style—for example, Oliver would tear up herbs rather than chopping. The programme was credited with inspiring men to cook due to Oliver's "blokey" approach. Each episode took its theme from a social situation or event in Oliver's life, such as