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 deliveries. Customers receive one recipe written by Jamie Oliver with all the exact ingredients and steps for the dish. HelloFresh also agreed to the Jamie Oliver Food Foundation per Meal Box in addition to supporting other Foundation activities. In September 2018 Oliver created a series of recipes and tips for Tesco and participated in the promotion of the company's food products. In 2005 Oliver was widely criticised by animal rights groups for slaughtering a fully conscious lamb on his TV show, with PETA stating that it showed to the public problems with the methods used within slaughterhouses. PETA spokesman Sean