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
Iceland (supermarket) of larger rival Bejam in 1988. In 1993 Iceland took over the food halls of the Littlewoods department store and also acquired the French Au Gel chain. The latter move proved unsuccessful and the stores were dropped within a year. In 1996, seven stores were opened in Dublin and one in Letterkenny. They all closed down in 2005 owing to financial difficulties. The supermarket also attempted ties with British Home Stores. In May 2000, Iceland merged with Booker plc with Booker's Stuart Rose taking the role of CEO of the merged company. He left for the Arcadia Group in November