While Sliced Bread takes a break we serve up Toast. A study of the spectacular failures of brands which had promised so much to consumers.
In each episode, the presenter and BBC business journalist Sean Farrington examines one big idea. What did it promise? Why did people back it? Why did they get burnt?
Some of the world’s most successful businesses have also brought us some of the world’s most remarkable failures. So, what led them to be toast? And what can we learn from their stories today?
Sean unpicks all the early optimism, hype and ambition. He learns about the tremendous success of a brand before hearing how it faltered, with help from expert commentators and people who were directly involved. How do they view things now and what, if anything, could have been done differently?
The self-made millionaire and serial entrepreneur, Sam White, is alongside him, analysing the missteps that changed a brand’s fortunes and reaching her own, often instructive, conclusions.
From big tech to high street retail and, of course, food, Toast tackles the business ideas that, one way or another, ended up cooked.
Sliced Bread returns for a new batch of investigations in July, 2026. In the new series, Greg Foot will investigate more of the latest so-called wonder products to find out whether they really are the best thing since sliced bread.
In the meantime, Toast is available in the Sliced Bread feed on BBC Sounds. Episodes will be released weekly on Thursdays wherever you get your BBC podcasts. But you can listen to the latest episodes, seven days earlier than anywhere else, first on BBC Sounds.
Toast is a BBC Audio North production for BBC Radio 4.
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Orange was once one of the most recognisable brands in Britain — a mobile network with its iconic slogan “The future’s bright, the future’s Orange”, it helped turn mobile phones from elite business tools into everyday essentials. But while the Orange name still exists globally, its mobile service disappeared from the UK. So what happened? BBC Business journalist Sean Farrington investigates how Orange took the UK by storm in the 1990s telecoms boom — and why, at home, it ultimately gave way to a...
Izal medicated toilet paper was once a staple of British bathrooms - a curious cultural icon, remembered as much for its distinctive feel as for its antiseptic promise. Produced for decades by the Sheffield‑based company Newton, Chambers & Co., Izal became woven into the fabric of schools, hospitals and public buildings across the UK. So how did a product that was everywhere for so long, end up disappearing from shelves, surviving only in nostalgia, and uncomfortable memories? BBC Business j...
Why did the popular stationery chain, Paperchase, end up closing all of its shops? The BBC Business journalist, Sean Farrington, investigates in the company of resident entrepreneur, Sam White. Paperchase was founded by two former art students in the late 1960s and went on to become the design darling of the high street, known for its charming greeting cards, wrapping paper, stationery, gifts and art materials. It expanded across Britain and beyond to America, the Middle East and parts of Europe...
The EasyJet founder, Sir Stelios Haji-Iannou, tried to shake up the cinema industry by introducing low-cost movie theatres. Tickets were priced as low as 20p for customers who booked in advance. So, why didn't EasyCinema take off? Stelios speaks to the BBC Business journalist, Sean Farrington, reflecting on his attempts in the early 2000s to bring to UK cinemas the same dynamic pricing that had revolutionized the aviation sector. Sean also hears from Mark Batey (who was chief executive of the Fi...
Wilkinson - or Wilko as it became known - was a privately-owned family business that had been successful for decades, offering low-priced household products from its chain of high street stores. So why did it falter during a cost-of-living crisis when people were looking for value? The BBC Business journalist, Sean Farrington, investigates how its stores ended up toast, in the company of resident business expert and entrepreneur, Sam White. To help explain what happened, Sean and Sam delve into ...
Is it ok to store food in plastic containers? That's the question put by listener Joe Tattersall in this, the last episode in the current series of 'Sliced Bread'. Joe's noticed scuffs and abrasions on his reusable plastic containers and is concerned about whether that increases the risk of 'chemical leaching' into his food, or ingesting microplastics. He's keen to know if alternatives like glass, silicon, or metal containers could better for our health, as well as for the planet. And what about...
Join experts to explore the diverse world of cat litter, from traditional clays to manufactured and natural organic options. The discussion covers clumping vs. non-clumping, dust, tracking, and crucial health concerns like toxoplasmosis. The episode also delves into the environmental impact of various types and provides essential advice on safe disposal and expert recommendations for choosing the ideal litter for your feline friend.
Do ergonomic devices like split keyboards and vertical mice help with comfort and health? If you're a heavy computer user there are an increasing variety of weird and wonderful options to help improve your comfort and reduce the risk of aches and pains associated with 'Repetitive Strain Injury' (RSI). Listener Tim is curious whether ergonomic tools—such as split keyboards, alternative layouts, or vertical mice—could optimise his professional setup as a software engineer. To find out, presenter G...
Can Vibration Plates help with fitness, bone density, and even lymphatic drainage? They've been around for a while but vibration plates seem to be having another 'moment'. Originally touted as a piece of fitness kit for the gym or home, the latest ads on social media seem to be promoting claims around benefits to bone density and lymphatic drainage. Listeners Natasha and Steve got in touch wanting to know whether all this could really be true of a single wonder product! To find out, presenter Gr...
Can Intense Pulsed Light devices really "zap" away your unwanted hair? You may have seen IPL devices advertised on social media - that promise painless hair removal using light to "zap" away body hair. Listener Karen got in touch to ask if these "Zappers" could possibly free her from having to shave her legs in the summer? How are they supposed to work, are they safe to use, and is it worth the investing in one? To find out, Greg Foot is joined by Dr Gill Westgate, a skin and hair biologist and ...
Are infrared saunas as effective as traditional ones? If you've ever sat sweating on a wooden bench in a traditional ('Finnish') sauna wondering if there was an easier way, could infrared be the answer? Infrared saunas work at lower temperatures, ostensibly making it easier to stay in there for longer. Listener Paul got in touch after trying one and wants to know if infrared saunas give you the same purported benefits as traditional ones. Those claims include: improved cardiovascular health, wei...
Almost everyone is guilty of fiddling with their ears, especially if they can feel a build-up of earwax in there. But what actually works to get rid of it, and should we be messing with them in the first place? Listener Martin got in touch after finding out his earwax build-up was returning - and wanted to know if drops alone would solve his problem, or if he needed to seek professional help to remove it? Greg Foot speaks to professor of Audiology at Manchester University, NIHR senior Investigat...
What's the latest on collagen? The new series of Sliced Bread kicks off with an update on one of the wonder products most-requested by listeners. Presenter Greg Foot first looked at collagen in 2022 and returns to the subject to find out what has changed in the scientific landscape since then. Could there be new evidence that it really can do what the manufacturers claim: rejuvenate skin, nails and hair - and even help with joint and bone health? To find out, Greg is rejoined by the expert from ...
What will the food of the future look like? Greg Foot finds out. Greg Foot, host of BBC Radio 4’s Sliced Bread, returns with Dough — the series exploring the rise of future wonder products that could transform the way we live. Each episode examines the emerging technologies and innovations poised to shape tomorrow’s world. Greg speaks with experts and entrepreneurs to uncover the trends influencing how today’s everyday essentials might evolve, before a leading futurist offers their predictions f...
Could smart glasses with built-in video cameras become widely accepted? Greg Foot, host of BBC Radio 4's 'Sliced Bread' brings you 'Dough', examining the rise of future wonder products. Greg is joined by experts, entrepreneurs and industry innovators to discuss the trends we're seeing today and where they may lead us tomorrow, before a leading futurist offers their predictions on what life might be like within five, ten and fifty years. This time we’re looking at the future of eyewear - asking w...
What will the office be like in future? Greg Foot, host of BBC Radio 4's 'Sliced Bread' brings you 'Dough', examining the rise of future wonder products. Greg is joined by experts, entrepreneurs and industry innovators to discuss the trends we're seeing today and where they may lead us tomorrow, before a leading futurist offers their predictions on what life might be like within five, ten and fifty years. This time we’re looking at the future of the office - asking whether in years to come, we’l...
Could ticketless travel and satellite connectivity be coming to our rail network? Greg Foot examines the rise of future wonder products. He's joined by experts, entrepreneurs and industry innovators to discuss the trends we're seeing today and where they may lead us tomorrow, before a leading futurist offers their predictions on what life might be like within five, ten and fifty years. In this episode Greg hears how renationalisation, digital signalling, satellite connections, ticketless technol...
What will mobile phones be like in future? Greg Foot investigates Greg Foot, host of the BBC Radio 4 show 'Sliced Bread', brings you 'Dough'. Each episode explores future wonder products that might rise to success and redefine our lives. Experts and entrepreneurs discuss the trends shaping what today's everyday technology may look like tomorrow, before a leading futurist offers their predictions on what life might be like within five, ten and fifty years. This time we’re looking at the future of...
Sleep deprived parents everywhere are tempted to reach for anything that might help them get a little more sleep overnight – but can products promising to encourage babies to snooze for longer – really do that? And is there any science to back it up? That is exactly what tired Dad-of-three Dave wanted to know – and whether there were any future implications from using these gadgets, docks, blinds and sleep bags? New Dad Greg Foot speaks to Director of the Durham Infancy and Sleep Centre Professo...
Which knife is best for the kitchen and how do you keep it sharp? After buying various knives over the years that ended up blunt, listener Susan is looking for one that will last. She's seen an array of different types and materials: Damascus steel, Japanese Gyuto knives, as well as alloys and additions that promise a sharper edge. They vary hugely in price - anything from £50 to £1,000. And if you do invest, how do you keep a knife sharp? To cut through the marketing BS, presenter Greg Foot is ...
Do you really need a VPN? Listener Andrew has seen and heard lots of adverts for Virtual Private Networks (VPNs) and wants to know if they'll beef up the security on his computer. Will they provide extra protection from malware or hackers? To get the answers, presenter Greg Foot is joined in the studio by Professor Victoria Baines, fellow of the Chartered Institute for IT. All our investigations start with YOUR suggestions. If you have seen a wonder product promising to make you happier, healthi...
Listener Amanda was Kefir curious, and got in touch with Sliced Bread to ask if the Kefir she was consuming for breakfast every day – was really having an impact on her health, cognitive function, and her gut? She wasn’t the only person to get in touch about kefir either, with others saying they keep seeing the benefits of fermented foods crowed about on social media. Greg Foot talks to head of the Food Biosciences department at the Irish National Research Body Teagasc, to get to the bottom of i...
Can taking testosterone help with low libido and energy? It's all over social media and is often touted by celebs - both male and female - but is testosterone replacement therapy the answer to listener Clive's low energy levels? Clive got in touch after sending off for a blood test with an online health firm which showed he might have low testosterone and could be a candidate for therapy. But to buy it privately isn't cheap and once started, is a lifelong commitment. So is it worth the money? Pr...
Listener Jenny, who enjoys a 90% cocoa bar from time to time, got in touch to ask if some of the reports that dark chocolate can have a positive effect on things like circulation and mood - have any truth behind them? But Jenny also told Sliced Bread that since she read reports that heavy metals such as lead and cadmium could be in dark chocolate - she's been unable to enjoy her regular bar, until she knows it's safe to eat! Each episode Greg investigates the latest ad-hyped products and trendin...
Is it ok to stay on weight loss injections? They have been nothing short of a pharmaceutical phenomenon. But for people like listener Lynn who've had huge success on weight loss drugs like Mounjaro, the question now arises about the implications of using them long-term. Could there be a 'maintenance' dose that would potentially allow for use over many years, or even a lifetime? And as scientists study the data, are other benefits emerging that go beyond just losing weight that could burnish thei...
What led to the collapse of the Christmas savings club Farepak? The BBC Business journalist, Sean Farrington, investigates with the entrepreneur, Sam White, alongside him. It's our Christmas special and we're turning the clock back to the mid 1960s…. and looking at a business which started from humble beginnings in a Peckham butcher's shop, and went on to change Christmas for tens of thousands of families all over the UK. So, why did Farepak end up toast? Sean interviews: -David Goodhart - found...
The fashion chain C&A continues to thrive elsewhere so why did it shut all its UK stores? The BBC Business journalist, Sean Farrington, investigates how they ended up toast, in the company of resident business expert and entrepreneur, Sam White. C&A used to be one of the biggest fashion retailers on the UK's high streets until a shock decision in 2000 led to the stores' sudden closure. To help explain what happened, Sean and Sam delve into the BBC archives and hear from expert guests inc...
Why did Skype fall out of favour in a world of global video calls? The BBC Business journalist, Sean Farrington, investigates with the entrepreneur, Sam White, alongside him. Sam never knows what's coming so, at the end of every episode of Toast, she gives her off-the-cuff and authentic professional opinions on why a brand disappeared based on what she has just heard and her own business knowhow. In this episode, we learn how Skype worked by using Voice Over Internet Protocol to send audio and v...
Dasani water, a bottled water from Coca-Cola, proved a big hit in the U.S.A so why did it last for less than 6 weeks in the UK? The BBC Business journalist, Sean Farrington, investigates how it ended up toast, in the company of resident business expert and entrepreneur, Sam White. In the early 2000s, Coca-Cola had entered the growing bottled water market and was hoping to turn its hit new brand in America into a global sensation. But shortly after Dasani water was launched in the UK, things quic...
How did the company behind the revolutionary BlackBerry smartphone lose its grip on the handset market? The BBC Business journalist, Sean Farrington, investigates with special guest, Sir Stephen Fry, who has remained 'faithful' to the BlackBerry brand. Alongside them is the entrepreneur, Sam White, who at the end of the show has to reach her own conclusions on why BlackBerry handsets disappeared, based only on what she has just heard and her own business acumen. The first BlackBerry device freed...
