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
Piccadilly (supermarket chain) towards its lenders, suppliers, staff and the state. Piccadilly (supermarket chain) Piccadilly (Пикадили) is a former Bulgarian supermarket chain operating in Varna and Sofia. Founded as a 51% foreign-owned company in 1995, it opened its first supermarket in Varna in 1994 and became 100% Bulgarian-owned in 2003. Piccadilly was known for its near-complete dominance of the market in Varna to the extent that it prevented large international chains such as Billa from opening new stores. A loyalty program, Piccadilly Club, was started in 2003. On 12 September 2007 the Serbian firm "Delta Holding" bought 85% of the Piccadilly Chain Supermarket.