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
Jamie Oliver the list of 100 Most Influential British Entrepreneurs. In July 2000, Oliver married Juliette Norton. They have five children: Poppy Honey Rosie (b. March 2002), Daisy Boo Pamela (b. April 2003), Petal Blossom Rainbow (b. April 2009), Buddy Bear Maurice (b. September 2010) and River Rocket Blue Dallas (b. August 2016). Oliver has severe dyslexia, and read his first novel ("Catching Fire") in 2013, at the age of 38. In 2015 Oliver told "The Times" magazine that he had lost two stone (c.12 kg) in three months by changing his diet and getting enough sleep. Oliver has twice guest-hosted Channel