Britain's prime minister Boris Johnson was making "very good progress" on Saturday in his recovery in hospital from coronavirus, officials said, as the number of deaths in Britain from the disease approached the grim milestone of 10,000.
The 55-year-old leader was spending his second full day out of intensive care at London's St Thomas' Hospital, where he has been able to take short walks between periods of rest, according to Downing Street.
"The Prime Minister continues to make very good progress," a No. 10 spokeswoman said in a short statement.
News of his improvement contrasted with the latest official statistics showing Britain recorded nearly 1,000 daily COVID-19 deaths for the second consecutive day -- one of the worst rates globally.
The health ministry announced another 917 coronavirus hospital patients had died in the latest 24-hour period, down from the toll on Friday but still the country's second highest yet.
An 11-year-old was among them, according to England's National Health Service (NHS).
It brings the total number of COVID-19 fatalities in British hospitals to 9,875, while the number of confirmed cases in the country climbed by 5,234 to 78,991.
That is thought to reflect only a fraction of the actual number of people infected because not everyone has been tested for the virus.
"The prime minister continues to make good progress, but these stark figures highlight the gravity of this national emergency," home secretary Priti Patel told reporters at a daily briefing.
Despite the sobering statistics, Stephen Powis, NHS England's medical director, said there was a "levelling off" in the number of new cases and "the first signs of a plateauing of people who unfortunately need hospitalisation".
He credited a nationwide lockdown introduced on March 23 for halting the virus' spread, but added the mortality rate would be "the very final thing" to decrease.
"We are confident that if everybody follows the instructions that we've all been given, then that will begin to translate in the next weeks into a reduction in the daily deaths," Powis said.
"I'm afraid this year it has to be for all of us a stay-at-home Easter."
- Spirits lifted -
Johnson is the most high-profile leader to suffer from the coronavirus.
He was hospitalised on Sunday over concerns he still had a cough and high temperature after spending 10 days in self-isolation with the virus. A day later he was transferred to the intensive care unit as his condition deteriorated.
The Conservative leader left the unit on Thursday evening in "extremely good spirits" and waving at staff "in gratitude", his spokesman has said.
His time in hospital was unprecedented for a British prime minister during a national emergency in modern times, rattling the country.
It remains unclear when he might be discharged from hospital and how quickly he would return to work once out.
Foreign secretary Dominic Raab has been deputising for Johnson.
The prime minister's spokesman stressed Friday that his recovery was "at an early stage" and he would act only "on the advice of his medical team".
The Sun tabloid reported that Johnson's spirits had been lifted this week by his pregnant fiancee Carrie Symonds, who sent him daily "love letters" and scans of their unborn child.
Symonds, who has also suffered from coronavirus symptoms in recent weeks, and the British leader have reportedly not seen each other for nearly a month. Their baby is due this summer.
Meanwhile, it is also uncertain when Britain might be able to lift the stringent social distancing regime.
Implemented for an initial three weeks, the measures are set for a formal review next week and likely to remain in place until at least the end of the month.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
By clicking the 'Subscribe’, you agree to receive our newsletter, marketing communications and industry
partners/sponsors sharing promotional product information via email and print communication from Garavi Gujarat
Publications Ltd and subsidiaries. You have the right to withdraw your consent at any time by clicking the
unsubscribe link in our emails. We will use your email address to personalize our communications and send you
relevant offers. Your data will be stored up to 30 days after unsubscribing.
Contact us at data@amg.biz to see how we manage and store your data.