I can vouch for BA's World Traveller Plus product. Much nicer than regular economy, but not nearly as nice as their flat-bed business class seat.

The price premium over economy is a bit steep for me if I was paying out of pocket, but if I the cost was being borne by my employer and business class was not an option, I would go out of my way to fly BA.

Run a search in the BA forum for "WT+"...