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Sliced Bread Presents: Electric Toothbrushes (& Water Flossers)

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Electric Toothbrushes (& Water Flossers)

BBC Radio 4 - Sliced Bread, Electric Toothbrushes (& Water Flossers)

The latest electric toothbrushes promise you a ‘professional clean’, but do they deliver?

From AI and apps to ‘sonic technology’, the latest electric toothbrushes promise you a ‘professional clean’, but do they deliver? Greg takes to the dentist chair to find out.

Take a look down the aisle of any high street chemist and the array of electric toothbrushes on offer is as dazzling as the teeth they promise to give you. You can pay upto £500 for the latest versions whiose myriad features include interactive apps that give you feedback on your brushing technique.

The market is dominated by two big brands, both promising a ‘professional’ clean: Oral B, whose iO brush has an oscillating action and Philips’ Sonicare, which uses tens of thousands of vibrations every minute to clean your teeth.

After having to pay a lot more for private treatment because she couldn’t find an NHS dentist in her area, listener Holly got in touch to ask whether getting an electric brush might save her trips to the dentist in future. And wouldcould a more expensive brush really clean her teeth better than a cheaper electric one? Or even the trusty traditional (and far cheaper) manual one she currently uses?! 

Greg takes to the dentists chair to find out, testing both the Oral B and Philips brands as well as one of the latest trends – water flossing, which claim even better results than regular flossing with tape or interdental brushes.  Is it the best thing since sliced bread? Or marketing BS? 

Greg guests this episode include a dental expert who's been studying electric brushes since their inception and the consumer group Which? who ranked electric toothbrushes in a recent consumer test of their own.

This series, we’re testing your suggested wonder-products. Seen an ad, trend or fad and wonder if there's any evidence to back up the claim? Tell us! Drop us an email to sliced.bread@bbc.co.uk . 

PRESENTER: Greg Foot
PRODUCER: Simon Hoban

Sliced Bread Presents

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While Sliced Bread takes a break, we serve up... Toast.

While Sliced Bread takes a break, we serve up... Toast. Sean Farrington examines the spectacular failures of wonder products and businesses which had promised so much.

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 February. 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.

Toast is a BBC Audio North production for BBC Radio 4.

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