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
Celebrity chef of chefs like Ken Hom and Madhur Jaffrey in the early eighties that the public became aware that these anglicised meals were not the authentic article. Tying into his first television series in 1984, the book "Ken Hom's Chinese Cookery" sold 1.2 million copies in the UK alone. Chef Jamie Oliver ran a campaign in the UK in his television show Jamie's School Dinners to introduce better eating habits in school dinners for schoolchildren. The campaign saw a change in food standard requirements across the UK, and the show was exported to the United States for the same purpose. Endorsements