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
Perekrestok (supermarket chain) Perekrestok (supermarket chain) Perekrestok () is Russia’s largest supermarket chain managed by X5 Retail Group. In July 2018, the chain opened its 700th store. The chain was founded in 1995, when the first supermarket opened in Moscow. In 2002, Perekrestok started expanding into other Russian regions. In 2006, Perekrestok and Pyaterochka merged, creating X5 Retail Group while keeping the Perekrestok brand unchanged. In 2014, the chain adopted a new store concept, with state-of-the-art retail equipment, better use of selling space, and improved interior and exterior design. As at 30 June 2018, more than 77% of Perekrestok supermarkets operated under the