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
Benny the Chef Benny the Chef Benedetto D'Epiro (born April 26, 1977 in Rome), better known as “Benny the Chef!”, is an Italian chef, culinary teacher, book author, awards winner, television personality and entertainer. A former Rugby player, he graduated in 1996 at the top of his class from IPSSAR, Culinary Institute of Rome. His career began in 1996 when he became chef of Ristorante Barberini in Rome. At age 19, he was the youngest Head Chef in Italy, probably in Europe. In 2008 he wrote his first book "La Cucina Secondo Me! Ricette, Storie e Filosofia di Benny the Chef" (Herald Editore).