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
Vivek Singh (chef) Vivek Singh (chef) Vivek Singh (born 6 May 1971) is an Indian British celebrity chef, restaurateur, and media personality known for his innovative take on Indian cuisine. He is the CEO and Executive Chef of four London based modern-Indian restaurants and one Oxford based modern-Indian restaurant. He started in London with his flagship restaurant The Cinnamon Club, then he opened Cinnamon Kitchen, Cinnamon Soho and Cinnamon Bazaar. The latest addition to the Cinnamon Collection is Cinnamon Kitchen Oxford, Vivek's first UK restaurant outside of London. Singh is a regular face on BBC's Saturday Kitchen, and has been featured on television