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 his career Oliver employed Contaldo to help run his collection of high street restaurants, Jamie's Italian. Oliver moved to The River Café, Fulham, as a sous-chef. It was there that he was noticed by the BBC in 1997, after making an unscripted appearance in a documentary about the restaurant, "Christmas at the River Cafe". In 1999, his BBC show "The Naked Chef" debuted, and his cookbook became a No. 1 best-seller in the United Kingdom. That same year, Oliver was invited to prepare lunch for the Prime Minister Tony Blair at 10 Downing Street. After three series of "Naked Chef"