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
Phil Vickery (chef) by Headline in 1999. He appeared in BBC's "Ready Steady Cook" over 200 times between 1996 and 2010 until the show's retirement. He currently appears on the television programme "This Morning" as a part of "This Morning Cook In!". In September 2008, Vickery began advertising food products and promoting special offers for supermarket chain Aldi, after signing a two-year deal with the chain. He is also the current spokesperson for Unilever's Stork brand margarine. He was appointed Food Ambassador in March 2010 by Coeliac UK. He became interested in the subject of gluten-free food when a Christmas pudding company he