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
The People's Supermarket and Fredericks Foundation, private companies and many local people. In 2011, it was visited by Prime Minister of the United Kingdom, David Cameron, as a flagship of the Big Society initiative. "The People's Supermarket" was the subject of a four-episode February 2011 Channel 4 documentary series which followed chef and eco-restaurateur Arthur Potts Dawson's journey to launch a supermarket owned by its customers in order to compete with the UK's Big 4 Supermarkets. Founding members and local residents appear on the programmes. The series was produced by Wall to Wall Media. The People's Supermarket was discussed on BBC Radio 4's