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 4's "The Friday Night Project" and has made two appearances in the "Star in a Reasonably-Priced Car" segment of BBC Two's "Top Gear". In his first appearance he attempted to make a green salad in the back of his Volkswagen Microbus, which was fitted with a Porsche engine, while the Stig drove it around the Top Gear test track. Oliver is the second British celebrity chef (after Robert Irvine) to appear as a challenger on "Iron Chef America," taking on Iron Chef Mario Batali in 2008 in a losing battle with cobia as the theme ingredient. Oliver was one of