Summary
While Sliced Bread takes a break we serve up… Toast. A study of the spectacular failures of wonder products and businesses 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 speaks to expert commentators and to people involved with doomed wonder products to discover how they view things now and what, if anything, could have been done differently.
Along the way he discovers charming and surprising stories from people who took to these products but lived to regret it and, with the help of self-made millionaire and serial entrepreneur Sam White, tries to work out where they went wrong. This week, Sean and Sam look into a fat substitute called Olestra which promised to make savoury snacks healthier.
With none of the fat and far fewer calories, Olestra sounded like a dieter's dream..... but it didn't turn out that way.
Toast is a spin-off from Sliced Bread, the series in which Greg Foot investigates the latest so-called wonder products to find out whether they really are the best thing since sliced bread. Sliced Bread returns for a new batch of investigations in May. In the meantime, Toast is available in the Sliced Bread feed on BBC Sounds. Toast is a BBC Audio North production for BBC Radio 4.
Transcript
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| 0:00.0 | Hello, podcast fan. |
| 0:03.0 | Consider this your invite to the UK's biggest podcasting party. |
| 0:06.7 | We're heading to Sheffield from the 4th to the 6th of July |
| 0:09.0 | for the BBC Sounds Fringe at the Crossed Wires Festival. |
| 0:12.8 | We'll be joined by some of the biggest names in podcasting, |
| 0:15.3 | including Sarah Cox, Charlie Hedges, Russell Kane, |
| 0:18.4 | and some bloke called Greg James doing his radio four show called |
| 0:22.1 | Rewinder. You can watch live shows of your favourite podcasts and the best part is free. To book your free |
| 0:28.8 | tickets, go to crossedwires. Live forward slash fringe. BBC Sounds, music, Radio, podcasts. |
| 0:40.6 | Hello and welcome to Toast, brought to you by the team behind BBC Radio 4's hit series, Sliced Bread. |
| 0:47.5 | Toast has a look at wonder products or businesses, which promised the earth, but left their back as burnt. |
| 0:56.2 | I'm Sean Farrington. With me, |
| 1:02.1 | as usual, is Sam White, self-made millionaire, entrepreneur. Hello, Sam. Hello, darling. How are you? |
| 1:07.3 | I am well. You've seen ups, more ups than downs, clearly with your successes, but you know what it's like to go through some tough times as well as the glory days. Yeah, that's an interesting one. |
| 1:11.9 | I probably have seen more downs than ups. |
| 1:14.1 | It's just that people only notice the ups. |
| 1:16.6 | That's good. |
| 1:17.4 | We won't tell anybody about the downs for now. |
| 1:20.1 | After hearing from our other expert guests, Sam's job is to decide why today's wonder product went from potentially being the best |
| 1:28.9 | thing since sliced bread to toast. So you have no advance warning. You haven't been Googling away |
| 1:35.2 | at various different products to see what the background is. All set? All ready and willing and |
| 1:40.8 | coffered up. This product though, to be honest, I'm not sure you'd have heard of this one anyway, |
... |
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