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) Dia (supermarket chain) Distribuidora Internacional de Alimentación, S.A. (DIA) is a Spanish international hard-discount supermarket chain founded in 1979 which as of 2012 operates 6,914 stores internationally, making it Europe's third largest food sector franchiser. It has also owned Schlecker in Spain and Portugal since 2013. The company is headed by the Venezuelan-born Ana María Llopis. Dia is a discount supermarket chain which follows a policy of reduction of prices by means of minimizing operational costs. The furniture and decoration of the store are minimal. Costs are also reduced by limiting the choice of products to a narrow selection of