In a world-first study conducted by the Murdoch Children’s Research Institute, it has been revealed that having a food allergy during infancy is linked to asthma and impaired lung function in later childhood.
The research, published in the Lancet Child & Adolescent Health and spearheaded by Murdoch Children's Associate Professor Rachel Peters, demonstrated that early-life food allergies were associated with an elevated risk of developing asthma and experiencing reduced lung growth by the age of six.
This groundbreaking Melbourne-based study involved 5276 infants from the HealthNuts study, who underwent comprehensive testing, including skin prick tests for common food allergens like peanut and egg, as well as oral food challenges to confirm food allergies.
Subsequent follow-ups at six years of age involved additional food allergy and lung function tests for the children.
The study, conducted over six years, revealed that 13.7 per cent of children reported being diagnosed with asthma by the age of six.
The findings showed that infants with a food allergy had a nearly fourfold increased risk of developing asthma at the age of six, compared to children without a food allergy.
The impact of food allergies on asthma risk was most significant in children whose food allergy persisted to age six, as opposed to those who had outgrown their allergy.
Additionally, children with a food allergy were more likely to experience reduced lung function.
Associate Professor Peters highlighted that food allergy during infancy, regardless of whether it resolved or not, was associated with poorer respiratory outcomes in children.
“This association is concerning given reduced lung growth in childhood is associated with health problems in adulthood including respiratory and heart conditions,” she said.
“Lung development is related to a child’s height and weight and children with a food allergy can be shorter and lighter compared to their peers without an allergy. This could explain the link between food allergy and lung function. There are also similar immune responses involved in the development of both food allergy and asthma."
“The growth of infants with food allergy should be monitored. We encourage children who are avoiding foods because of their allergy to be under the care of a dietician so that nutrition can be catered for to ensure healthy growth.”
Food allergy affects 10 per cent of babies and 5 per cent of children and adolescents.
Suba Slater's son, Zane, 15, developed eczema on his back as a newborn. As Suba was breastfeeding at that time, she thought her diet was to blame for the rash.
This prompted them to seek medical tests, which confirmed that Zane had multiple food allergies, including eggs, sesame, and peanuts, along with asthma.
Before Zane's diagnosis, Suba was not well-informed about the link between food allergies and asthma.
However, being already vigilant due to their eldest child's allergies, they focused on managing Zane's food allergies.
The research highlighting the association between food allergy and asthma holds great importance for parents and medical professionals.
In retrospect, Suba believes that Zane likely had asthma long before they realised it, as they weren't aware of the connection at the time. If they had known about this link, they would have sought medical help much earlier.
Zane has participated in several food challenges at Murdoch Children's Hospital, which have helped him tolerate certain allergenic foods better, such as egg in baked goods and certain nuts.
But his asthma has complicated some of his participation in these challenges. Therefore, before undergoing a food challenge, he must take a spirometry test to ensure his lung function is at its best, as the allergenic food may trigger his asthma.
Unfortunately, there have been times when Zane had to miss appointments due to his weakened lung function.
Murdoch Children’s and University of Melbourne Professor Shyamali Dharmage said the findings would help clinicians tailor patient care and encourage greater vigilance around monitoring respiratory health.
Children with a food allergy should be managed by a clinical immunology or allergy specialist for ongoing management and education.
Professor Dharmage said clinicians and parents should also be vigilant for asthma symptoms in children with food allergy because poorly controlled asthma was a risk factor for severe food-induced allergic reactions and anaphylaxis, which is a potentially fatal allergic reaction.
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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