Why do some big successful brands go bust?

Toast is back for a new series, taking a look at the decisions that often left investors burnt.

I'm Sean Farrington, a BBC business journalist. I'll be hearing about the hype.

They're going to do the deal that makes them the most money at that point of time.

And I'm picking what went wrong, talking to owners and employees to ask, what can we learn?

It was being undercut by similar rivals. It just couldn't survive.

Toast. Listen first on BBC Sounds.

Hello and welcome to more or less on the BBC World Service. This week we're taking a statistical

look at the various pieces of advice that are given to expectant mothers. And they're usually

prohibitions, things you're not allowed to do during your pregnancy. Just to get a flavour, I asked some of the women sitting around me in the office.

I was told I shouldn't eat prawns, but I decided life was too short without prawns, so I ate

prawns.

I wouldn't have eaten unpasteurised cheese.

Well, I'm a cheese lover, so not to be able to eat La Brie was something I was upset about.

A friend of mine was so upset at missing soft cheese

that she actually brought them into the labour ward with her when she gave birth

so she could eat Brie as soon as she'd given birth.

The advice was not to drink caffeine, no caffeine, no booze.

Not a big deal.

But why aren't pregnant women supposed to consume various things?

What's the evidence behind this advice?

My name is Emily Astor.

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