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BBC Radio 4

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 January, 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. For this brand new series of Toast, episodes will be released weekly on Thursdays wherever you get your podcasts. But if you’re in the UK, you can listen to the latest episode on BBC Sounds first, a week earlier than anywhere else.

Toast is a BBC Audio North production for BBC Radio 4.

Sliced Bread

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 quickly went awry, derailing plans for expansion into Europe. 

To help explain what happened, Sean and Sam delve into the BBC archives and hear from expert guests including Graham Hiscott, the journalist whose story shone a new light on to the brand, and Conor Carroll a lecturer and marketing expert who has written about the Dasani debacle. 

They also hear from Toast listener, Chris Leversha, who remembers buying Dasani water and suggested we cover it on the show.

At the end, Sam has to come up with her own professional conclusions about the fate of Dasani UK based on what she has just heard. 

If you have a good idea for an interesting Toast topic then tell us about it - email toast@bbc.co.uk

Produced by Jon Douglas, Toast is a BBC Audio North production for BBC Radio 4 and BBC Sounds.

Toast - Dasani Water

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 business executives from their desks, allowing them to easily write, send and receive emails from almost anywhere. But that was not the only thing that made the BlackBerry, and its later iterations, extraordinary. 

The actor, comedian, author and broadcaster, Sir Stephen Fry, also used to be a tech blogger and wrote in glowing terms about BlackBerry devices...until they took a turn for the worse. 

Stephen explains why he was disappointed by a brand he loves and how he still hopes it might make a return. 

Jim Balsillie was a co-chief executive officer at Research in Motion, the company that created BlackBerry, and offers his insight into how it quickly became a $20billion business and why he felt compelled to resign from such a tremendously successful venture. 

The entrepreneur and tech blogger, Kevin Michaluk, witnessed how BlackBerry handsets soared and then sank. He's made a successful career out of building "spiritual successors" to them but can his attempts to bring them back under the original brand prove successful? 

The podcast version of this episode, available on BBC Sounds, includes a bonus interview at the end with Sir Stephen Fry on how he feels about technology and social media today.

Produced by Jon Douglas / BBC Audio North

Toast - BlackBerry Smartphones

The team has gone through 30 episodes over the past year, and carved out five potential present worthy products that may well be heading down a chimney to you this Christmas. (We wanted to give you plenty of time to include them in your letters to Santa.) 

Greg Foot will share with you the key points from experts we’ve spoken to on Nail Polish & Gel Nails, Chopping Boards, Lip Balm, Smart Scales, and Sleep headbands. (The information in this episode was correct at the time of recording.) 

And as always, all of our investigations start with YOUR suggestions. If you’ve seen an ad, trend or wonder product promising to make you happier, healthier or greener, email us at sliced.bread@bbc.co.uk OR send a voice note to our WhatsApp number, 07543 306807. 

PRESENTER: GREG FOOT 
PRODUCER: KATE HOLDSWORTH

The Sliced Bread Christmas List 2025

Are cough medicines any better than just taking honey and lemon?

When Listener Sally sent in a croaky voicenote to our Sliced Bread Whatsapp number (07543 306807 - put us in your contacts!) we knew we had to tackle this one. 

Sally didn't think the medicine she used for her cough did very much, so she joined presenter Greg Foot and Jacky Smith, Professor in Respiratory Medicine at the University of Manchester, to get some answers.

Each episode Greg investigates the latest ad-hyped products and trending fads promising to make us healthier, happier and greener. Are they really 'the best thing since sliced bread' and should you spend your money on them?

If you’ve seen an ad, trend or wonder product promising to make you happier, healthier or greener, email us at sliced.bread@bbc.co.uk or send a voice note to our WhatsApp number, 07543 306807.

RESEARCHER: PHIL SANSOM
PRODUCERS: SIMON HOBAN AND GREG FOOT

Cough Medicines

Are special shampoos and coatings any good at cleaning and protecting your car? 

They're all over Instagram: washes, foams, and ceramic coatings in a rainbow of coloured bottles that promise to give your car that showroom shine. For listener James - a driving instructor - the question is whether they're worth the money, or if an ordinary bottle of washing up liquid will do the job.
 
To find out Greg is joined in the Salford studio by materials scientist and vehicle coatings researcher at the University of Manchester, Dr Beatriz Mingo, as well car expert and TV presenter Tim Shaw.
 
Each episode Greg investigates the latest ad-hyped products and trending fads promising to make us healthier, happier and greener. Are they really 'the best thing since sliced bread' and should you spend your money on them?
 
At Sliced Bread, we're hungry for your suggestions so we can keep making fresh batches! If you’ve seen an ad, trend or wonder product promising to make you happier, healthier or greener, email us at sliced.bread@bbc.co.uk OR send a voice note to our WhatsApp number, 07543 306807.
 
RESEARCHER: PHIL SANSOM
PRODUCERS: PHIL SANSOM AND GREG FOOT

Car Shampoos and Coatings

Listener Julie has been reaching for the fake tan every spring to add a "bit of colour" to her legs, but after much trial and error with foams, lotions and gels, she got in touch with Sliced Bread to ask what is actually IN fake tan? How does it work - and is there a particular kind that might suit her best?

Greg Foot is joined by Consultant Dermatologist and Senior Lecturer at the University of Manchester Dr Jean Ayer, as well as Cosmetic Scientist and Science Communicator who runs the blog LabMuffin Dr Michelle Wong, to find out. 

Each episode Greg investigates the latest ad-hyped products and trending fads promising to make us healthier, happier and greener. Are they really 'the best thing since sliced bread' and should you spend your money on them?

At Sliced Bread, we're hungry for your suggestions so we can keep making fresh batches! If you’ve seen an ad, trend or wonder product promising to make you happier, healthier or greener, email us at sliced.bread@bbc.co.uk OR send a voice note to our WhatsApp number, 07543 306807.

RESEARCHER: PHIL SANSOM
PRODUCERS: KATE HOLDSWORTH AND GREG FOOT

Fake Tans

Can anything stop toenail fungus in its tracks?

It's one of the most-requested but least-talked-about topics, so listener Julia speaks for many as she joins us to ask about treatments for toenail fungus. She's keen to know if the laser-light devices shes's seen on social media really do work, as well as over-the-counter lacquers and prescription drugs. 

To get the answers Greg and Julia are joined in the Salford studio by Dr Ivan Bristow, who's on the British Association of Dermatologists' Foot Fungus Task Force.

Each episode Greg investigates the latest ad-hyped products and trending fads promising to make us healthier, happier and greener. Are they really 'the best thing since sliced bread' and should you spend your money on them?

At Sliced Bread, we're hungry for your suggestions so we can keep making fresh batches! If you’ve seen an ad, trend or wonder product promising to make you happier, healthier or greener, email us at sliced.bread@bbc.co.uk OR send a voice note to our WhatsApp number, 07543 306807.

RESEARCHER: PHIL SANSOM
PRODUCERS: SIMON HOBAN AND GREG FOOT

Toenail Fungus Treatments

Greg Foot speaks to Consultant Dermatologist and Dermatological Surgeon Dr Emma Craythorne - who has plenty of skin in the game - to find some answers for listener Phil about about scars, how they occur, the different types, and what might help make them less obvious. 

Each episode Greg investigates the latest ad-hyped products and trending fads promising to make us healthier, happier and greener. Are they really 'the best thing since sliced bread' and should you spend your money on them?

At Sliced Bread, we're hungry for your suggestions so we can keep making fresh batches! If you’ve seen an ad, trend or wonder product promising to make you happier, healthier or greener, email us at sliced.bread@bbc.co.uk OR send a voice note to our WhatsApp number, 07543 306807.

RESEARCHER: PHIL SANSOM
PRODUCERS: KATE HOLDSWORTH AND GREG FOOT

Scar Gels and Oils

Can creatine boost your body and mind?

Listener Simon has been taking the fitness supplement creatine and wants to know if the science backs up the claim that it can make you stronger and faster. He's also heard that it can help with cognitive function. To find out if creatine can boost body and mind, presenter Greg Foot is joined by Graeme Close, Professor of Physiology at Liverpool John Moores University and Fabienne Sandkuhler, postdoctoral researcher at LMU Munich.

Each episode Greg investigates the latest ad-hyped products and trending fads promising to make us healthier, happier and greener. Are they really 'the best thing since sliced bread' and should you spend your money on them?

All of our episodes start with YOUR suggestions. If you’ve seen an ad, trend or wonder product promising to make you happier, healthier or greener, email us at sliced.bread@bbc.co.uk OR send a voice note to our WhatsApp number, 07543 306807.

RESEARCHER: PHIL SANSOM
PRODUCERS: SIMON HOBAN AND GREG FOOT

Creatine

Can supersonic air travel make a comeback?

Greg Foot, host of the BBC Radio 4 show 'Sliced Bread', now 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 episode examines the future of flight. 

How could new, supersonic flights not cost the earth?
Will your future taxi be a flying one without a pilot?
Could a new shape for aeroplanes make them more spacious and efficient?

Alongside Greg is the futurist, Tom Cheesewright, and expert guests Mariya Tarabanovska, an aerospace engineer and the founder of Flight Crowd, a non-profit educational organisation focused on electric aviation and Simon Davies, chief test pilot at Vertical Aerospace, a British aerospace technology company.

This episode was produced by Jay Unger.

Dough is a BBC Audio North Production for BBC Radio 4 and BBC Sounds

The Sliced Bread Christmas List 2025

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