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
Grand Union (supermarket) still open. In 1959, Grand Union's 38 stores it operated in Ontario, Canada, were sold to Steinberg's (supermarket), a Quebec-based supermarket and department store chain. Those locations were quickly rebranded into Steinberg's grocery stores, but over time most of their former Grand Union stores were closed and moved to new stores, due to poor locations compared to local competitors. British corporate raider Sir James Goldsmith acquired Grand Union in the early 1970s. Grand Union was a money loser during much of Goldsmith's time of ownership. Goldsmith presided over the closing of the Grand Way chain in 1975 and the exit