Do the claims made about Ice Baths hold water?Social media appears to be filled with countless people sitting blissfully in small inflatable ‘ice baths’. Fans of such ‘cold water therapy’ claim that taking a chilly plunge will boost your energy levels, reduce your stress, help you sleep better, and supercharge your recovery after a workout. Listener Laura wants to know if the science backs that up. In this episode, I dip my toe - and the rest of me - into an ice bath to find out. I'm guided by Professor Mike Tipton at the University of Portsmouth, one of the leading academics in the study of cold water and its effects on the body.If you’ve seen an ad, trend or fad relating to another consumer product and wonder if there’s any evidence to back up a claim, then email us: sliced.bread@bbc.co.uk or you can send a voice note to our WhatsApp number: 07543 306807Presenter: Greg Foot
Producer: Simon Hoban

Do the claims made about Ice Baths hold water? Social media appears to be filled with countless people sitting blissfully in small inflatable ‘ice baths’. Fans of such ‘cold water therapy’ claim that taking a chilly plunge will boost your energy levels, reduce your stress, help you sleep better, and supercharge your recovery after a workout. Listener Laura wants to know if the science backs that up. In this episode, I dip my toe - and the rest of me - into an ice bath to find out. I'm guided by Professor Mike Tipton at the University of Portsmouth, one of the leading academics in the study of cold water and its effects on the body. If you’ve seen an ad, trend or fad relating to another consumer product and wonder if there’s any evidence to back up a claim, then email us: sliced.bread@bbc.co.uk or you can send a voice note to our WhatsApp number: 07543 306807 Presenter: Greg Foot Producer: Simon Hoban

Ice Baths

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.

Health & Fitness

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.

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Ice Baths

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