Oxford, UCL conduct trial tests to study Alzheimer's and dementia
5,000 volunteers will be providing sample tests for the trial test run by memory clinics all over the UK.
By Vibhuti PathakApr 04, 2024
The University College London and the University of Oxford are conducting research on Alzheimer's and dementia-oriented diseases in the UK, with a total of 5000 volunteers participating.
The five-year project will take blood samples for the test of dementia, which will raise the hope that there will be better facilities for care, support, and new drug treatments.
Currently, one-third of the population is affected by dementia-oriented diseases, and they never get a formal diagnosis. According to the statistics, only 2 per cent of the affected patients get the tests done, called the 'gold standard', and others have to go through the specialist, either for a PET scan or a spinal lumbar puncture, where they are left to worry with the uncertainty of the disease.
However, both methods show the level of rogue proteins responsible for conditions like Parkinson's, Alzheimer's, and Mad Cow disease. Rogue proteins are misfolded proteins that can cause damage, which is caused by a change in the shape of a normal prion protein. The rogue proteins start to accumulate up to 20 years before the symptoms, but the tests to investigate them are expensive.
Hence, the Oxford team will be looking for a better method to diagnose it in its early stages at affordable prices and is looking for a range of blood types. The tests have been conducted for the early diagnosis of dementia-oriented diseases and will check for traces of proteins.
The researchers will also look at whether blood tests can help detect these diseases at various stages.
But the question arises, what is the age for the detection and showing of dementia symptoms? To answer the question, Dr. Vanessa Raymont, from Oxford University said, "Research has tended to exclude the very elderly, ethnic minorities, and those with other medical conditions, so we need to understand what the data looks like in the real world, which is why these projects are so important."
The research is conducted at the 50 UK trial sites, which are all NHS memory clinics. The University College London (UCL) team will be focusing on the most promising biomarker for Alzheimer's disease called p-tau217, which indicates the levels of amyloid and tau in the brain.
They will be measuring the levels of p-tau217, which can increase the rate of diagnosis for Alzheimer's disease in people with early dementia, and also mild memory problems.
A volunteer's mother had dementia, and hence, she is taking the trial. She also mentioned her personal experience, "I have very close personal experience. Fortunately, she (her mother) was relatively old—she was in her 80s—when it started, and she died at 97. But her last few years were really mired by the disease. Anything that might be able to pick it up earlier, and if there was some treatment in the future...that would be wonderful."
Till now, two treatments have shown in trials that they can slow the progression of early-stage Alzheimer's. The doctors say the benefits are modest, but they represent the first 'disease-modifying' drugs.
Lecanemab and donanemab are currently under review by the MHRA, the regulatory body responsible for drug approvals in the UK. If granted licenses, these drugs would undergo evaluation by health assessment bodies to assess their cost-effectiveness for the NHS before being made available to patients.
The Blood Biomarker Challenge, supported by Alzheimer's Society, Alzheimer's Research UK, the National Institute for Health and Research, and Gates Ventures, is funded with contributions including £5 million from the People's Postcode Lottery.
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.
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