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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 on 3 July, 2025. 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

Can wonder products halt hair loss and grow back luscious locks?

We're back with a new series of Sliced Bread and a fresh batch of investigations into your suggested wonder products. First up this time are lotions and pills that promise to stop hair loss - and even grow it back. For this episode Greg is joined at our Salford studios by two listeners, Ian and Kimberley. 

Ian got in touch about two products he's seen - Minoxidil and Finasteride - which he hopes can help with male pattern baldness. And listener Kimberley is keen to know whether there's anything she can do about hair loss which is caused by menopause. To get the answers Greg speaks to one of the most cited researchers in the hair loss world - Ralf Paus - as they deep-dive into the studies to separate the science fact from the marketing claims. 

As ever this series it's YOUR suggestions that are the start of all our investigations. 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 voicenote to our WhatsApp number 07543 306807

PRESENTER: Greg Foot
PRODUCER: Simon Hoban

Hair Loss Products

The team has gone through over 100 episodes of Sliced Bread, and carved out five popular products that may well be heading down a chimney to you this Christmas. 

Greg Foot will share with you the key points from experts we?ve spoken to on Air Fryers, Mascara, Perfume, Running Shoes, and DNA Ancestry Tests - as well as their conclusions in one handy festive slice! We?ve also updated some of the topics too. (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

Can you insulate your home for less than ?100?

With winter setting in listener Robin got in touch with Sliced Bread to find out if there's a way he can insulate his very old, very cold Victorian house on a budget. He's seen plastic films that go over the windows and silver foil-type backings that go behind the radiators. Do any of them work to keep the cold out and more of that precious heat in? And what about other solutions like thick curtains or blinds - can they be effective?

Greg is joined in the studio by listener Robin and expert David Farmer from the Energy House in Salford - a bespoke replica terraced house built in a warehouse which can recreate a range of weather conditions, from snowstorms to balmy summer days! 

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: SIMON HOBAN

Insulation Hacks

Listener Steve got in touch with us after trying out a set of Smart Scales himself. He wanted to keep an eye on his protein levels ? which his scales claimed to do ? for health reasons, and because he?d heard that we need more protein as we get older. 

His scales also promised to show him his body fat, muscle mass, and bone mass via a corresponding app on his phone. However, some of those readings didn?t seem quite right ? making him question how accurate his scales are, and if they can REALLY tell you so much about yourself? 

Greg Foot asks two experts - a GP and a professor of applied mathematics ? to weigh in on the topic, and find out whether these scales can measure up. 

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

Smart Scales

Listener Helen from Manchester got in touch to ask about Protein Powders, as she considered replenishing her supply that she?s been taking after long distance runs. 

She wanted to know if Whey or Plant-based protein really can help her build and repair muscle, whether there?s a set amount she should be having, if one type is better than the other, or if she could just get the protein she needs from her food ? and save on buying another bag?

Greg Foot brings back Professor of Human Physiology, Sport and Exercise Sciences at Liverpool, John Moores University, Graeme Close to answer Helen?s questions, tell us what our body needs and uses protein for, and whether it really can deliver ?Gainz? (with a Z.)

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 & PHIL SANSOM

Protein Powder

Which cooking oils are best for your health?

Listener Sarah got in touch after seeing claims on social media that more expensive oils are better for you than regular vegetable, or rapeseed oil. And listener Kamal sent us a voicenote asking about coconut and avocado oil - both touted as healthier alternatives to other types of oil. Are they worth the extra cost? And what about health concerns if certain oils are overheated? 

To get the answers Greg is joined by Professor of Population Health and Nutrition at the University of Cambridge, Nita Forouhi. Together they deep-dive into the studies and evidence, finding out what compounds constitute a healthy oil and giving advice on what we should be looking out for on the bottle. 

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

PRODUCERS: SIMON HOBAN AND PHIL SANSOM

Cooking Oils

Grounding Sheets - do they really work?

It's perhaps the most-requested product in Sliced Bread history but is there any real science behind grounding (or 'earthing') sheets? The claims made for them are wide and varied - from reducing inflammation and pain, to helping with sleep. How do they do this? Proponents say grounding sheets connect you to the Earth's own electrical field and dissipate electrical charges in your body, built up though everyday activities like wearing rubber-soled trainers. Prices of grounding sheets vary from ?30 to ?150.

Listener Alison is thinking of buying one and wants to know if it could ease pain and help her sleep better. She joins Greg in the studio along with two experts for a deep-dive into the science to find out whether grounding sheets are the best thing since sliced bread - or marketing BS.

We are looking for more of YOUR suggestions of products to investigate. 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

PRODUCERS: SIMON HOBAN AND PHIL SANSOM

Grounding Sheets

Do Boiling Water Taps save you money?

They're often seen in offices but boiling water taps are increasingly popular for the home kitchen too. They hold hot water at a constant temperature in a tank under your sink and claim to save you money compared to boiling a regular kettle. But does the evidence back up the marketing hype?

Listener Jenny got in touch with Sliced Bread because she's upgrading her kitchen and is thinking about investing in a boiling water tap. She's keen to know how the figures for daily use stack up - and if there IS a saving how long it would take before she gets her money back on the original outlay. And then there's maintenance too...

Greg is joined in the studio by Jenny and energy expert Mark Thompson to crunch the numbers, along with Debbie Birkbeck from Stopcocks Women Plumbers. 

We are looking for more of YOUR suggestions of products to investigate. 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

PRODUCERS: SIMON HOBAN AND PHIL SANSOM

Boiling Water Taps

Edinburgh gardener Alan got in touch with Sliced Bread, to ask if he really needs to be spending money on buying and applying plant food or fish, blood and bone meal to his roses and woody perennials? 

He was keen to know what is in these commercial plant foods that come as a solid, liquid or granule, how often he is supposed to use them, whether they make as much of a difference as they claim, and if he can save money by making his own ?mulch? out of fallen leaves? 

Greg Foot investigates with the help of Gardener?s Question Time?s expert and botanist, Pippa Greenwood ? as well as Head of Fertilisers from the Agricultural Industries Confederation Jo Gilbertson. They ?dig in? to the claims on the packets, and try to determine if pricey plant foods are the best thing since Sliced Bread?

We are looking for more of YOUR suggestions of products to investigate. 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

Plant Food

Listener Angela is a musician, and long-time wearer of Hearing Aids ? but as her parents and friends have started reaching an age where they might need them, she?s wondering what advice to give them - and whether paying more for a hearing aid, and potentially going private ? would really help?

There?s no question ? Hearing Aids are Sliced Bread ? but can the top end products really deliver on claims they can improve sound, reduce background noise, stream directly from phones or tables, and change what they listen to automatically? And are hearing aids available on the NHS capable of the same? 

The NHS England wait times described in this episode were accurate at the time of recording, and may have changed. 

A transcript of this episode is available here: https://downloads.bbc.co.uk/radio4/misc/sliced_bread_hearing_aids_transcript.pdf 

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

Hearing Aids

Why did we lose Reader's Digest magazine when it is still going in America?

The BBC Business journalist, Sean Farrington, discovers what happened to the brand which started over a hundred years ago and became the most widely read magazine in the world. 

Alongside him is the serial entrepreneur, Sam White, ready to offer her opinions on the business's fortunes. 

How did a magazine which pinched articles from other publications become so successful? And why did it end up toast in the UK? 

Sean speaks to: 
- Sir Alexander McCall Smith, the best-selling author of The No.1 Ladies Detective Agency who also wrote for The Reader's Digest
- Richard Junger, Professor of Communication at Western Michigan State University
- Tom Browne, a former editor of Reader's Digest UK
- Gary Hopkins, a former owner of the business's UK division
- Jason Buhrmester, Chief Content Officer for Magazines & Books at Trusted Media Brands which owns the Reader's Digest brand, still publishes it in America and licenses it for publicaiton in other parts of the world. 

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

You can email the programme at toast@bbc.co.uk

Feel free to suggest topics which could be covered in future episodes. 

Sliced Bread returns for a new batch of investigations in December, where Greg Foot investigates 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.

Toast - Reader's Digest UK

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