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
Champion (supermarket) Champion (supermarket) Champion was a supermarket chain that operated in France and owned by the international retailer Carrefour. There were also Champion supermarkets in Belgium, Spain, Poland, Greece, Turkey and Argentina. In 1993, Champion became the main sponsor of the Polka Dot Jersey in the Tour de France until 2008. From 2009, Carrefour took over the sponsorship. In 1999, Champion is taken over by the Carrefour Group after the fusion of Promodès and Champion grows by absorbing the Stoc chain. In 2006, Carrefour closed most Brazilian Champion stores and rebranded the remainder to the Carrefour Bairro. Also, all Spanish and