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
Gennaro Contaldo Food Network's "Iron Chef America", in a battle against famed Italian-American chef Mario Batali. Contaldo also developed menus and trained chefs for Oliver's UK restaurant chain Jamie's Italian, in which he is a business partner. A little-known fact is that Contaldo was actually the inspiration for Jamie Oliver to name his first book 'The Naked Chef'. Oliver claims Contaldo used to come round to his house every Sunday and slowly lose clothes whilst he was making hollandaise sauce for their poached eggs. ""By the time the eggs hit the toast it was not only the eggs on my plate that