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
Dia (supermarket chain) 2000 to 2011, Dia was part of the Carrefour Group but following its spin-off it became independent and debuted in Madrid's IBEX 35 stock market on 2 January 2012. The Dia Group purchased the operation of Schlecker (including its 1,127 stores in Spain and 41 stores in Portugal, and four distribution centers) for 70.5 million Euros. In 2014, Dia sold the whole of its business in France to Carrefour for 600 million euros. Although the shops retain the Dia name and logo, Carrefour own-brand products are increasingly replacing Dia's. Dia (supermarket chain) Distribuidora Internacional de Alimentación, S.A. (DIA) is a