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 television advertisement was for Christmas 2011. Oliver also markets a line of non-stick pans and cookware for Tefal and has appeared in Australian television commercials for Yalumba wines, using Del Boy's catchphrase of "Lovely Jubbly". In August 2013 Oliver and Canadian supermarket chain Sobeys announced a partnership in improving nationwide nutrition and advertising campaigns. In October 2013, he began a partnership with the Australian chain Woolworths Supermarkets on a series of better nutrition initiatives and advertising campaigns. In January 2016 Oliver and HelloFresh, an international meal kit subscription service, announced a partnership to incorporate his recipes to the weekly subscription