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
Luke Thomas (chef) "Britain's Youngest Chef". Although this was the first filmed appearance by Thomas, his first broadcast television appearance was as an expert on "Junior MasterChef". He also competed in the "Great British Menu" in 2012 against Mary Ann Gilchrist and Richard Davies, where he became the youngest competitor to ever appear on the show. In May 2013 he is opening a pop-up restaurant for six months in Mayfair, London, alongside Mark Fuller. Fuller has compared Thomas to Marco Pierre White, while Thomas says that his idol is Jamie Oliver. Fuller appeared alongside Thomas in "Britain's Youngest Chef", where he admitted that