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212 episodes

Toast - Series 7: Toast - Orange
02/07/2026 | 24 mins.
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 new brand: EE.
Joined by resident business expert and entrepreneur Sam White, Sean explores the bold brand thinking that set Orange apart, the rapid growth that made it a takeover target, and the strategic turning points that reshaped the company.
Along the way, they hear from the people who built the brand, including founding marketer Chris Moss, former executives Linda Kennedy and Stuart Jackson, and former EE CEO Olaf Swantee, to understand how Orange captured the public imagination — and why it couldn’t remain a standalone mobile network in the UK.
At the end, Sam draws her own conclusions: as the future stayed bright but less Orange, was the brand overtaken by change — or did it choose to evolve into something new?
If you have an idea for an interesting Toast topic, email toast@bbc.co.uk.
This episode was produced by Linda Walker. Toast is a BBC Audio North production for BBC Radio 4 and BBC Sounds.
Toast - Series 7: Toast - Izal Medicated Toilet Paper
25/06/2026 | 26 mins.
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 journalist Sean Farrington investigates how Izal medicated toilet paper went from national widespread use to historical footnote, joined by resident business expert and entrepreneur Sam White.
To uncover the story, Sean and Sam dig into industrial archives, public‑health records and the memories of those who grew up with the unmistakable crinkle of Izal.
They hear from former Newton Chambers employees, alongside Dr Alice White - Digital Editor at English Heritage and Historian of Psychology and former Jeyes employees, Nicholas Goodwin and Jayne Howe- who followed the Izal brand closely after it changed hands in the 1980s.
At the end, Sam must draw her own conclusions about the fate of Izal medicated toilet paper - from changing hygiene standards to the rise of softer, more luxurious competitors - and decide whether its decline was inevitable or simply a failure to adapt?
If you have a good idea for an interesting Toast topic then tell us about it - email toast@bbc.co.uk
This episode was produced by Linda Walker. Toast is a BBC Audio North production for BBC Radio 4 and BBC Sounds
Toast - Series 7: Toast - Paperchase
18/06/2026 | 29 mins.
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.
What made Paperchase so special? And how could decades of success slide into decline then shop closures?
Sean speaks to:
-Chris and Rebecca Pond whose father, Eddie Pond, was Paperchase's co-founder
-Timothy Melgund - who ran Paperchase under different ownership for over 20 years and led two management buyouts.
-Liz Faulkner - from Jelly Armchair, a company that designs greeting cards and supplied Paperchase.
At the end, Sam White has to come up with her own conclusions about the fate of Paperchase 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 - Series 7: Toast - EasyCinema
11/06/2026 | 30 mins.
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 Film Distributors' Association when EasyCinema opened) and speaks to Stewart Niblock (who was Easy Group's Head of New Projects so was responsible for refurbishing and opening the cinema) and Angela Chan (who is now Professor of Creative Industries at Royal Holloway, University of London but in 2003 she was a BBC producer/director who was filming a TV documentary about EasyCinema).
At the end, the resident business expert and entrepreneur, Sam White, has to come up with her own conclusions about the fate of EasyCinema 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 - Series 7: Toast - Wilko
04/06/2026 | 30 mins.
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 the parliamentary archives and hear from expert guests including Gordon Brown who was Wilkinson's managing director for 15 years and Patrick O'Brien, Research Director at GlobalData who has followed the fortunes of high street names for over a decade.

At the end, Sam has to come up with her own conclusions about the fate of Wilko 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.

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About Sliced Bread

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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