THE UK government has announced a new "rigorous" science-led health unit to combat the Covid-19 pandemic and other infectious diseases.
The National Institute for Health Protection (NIHP), reports of which had emerged over the weekend, will start work immediately with a single command structure that brings together existing units such as Public Health England (PHE), NHS Test and Trace, and the Joint Biosecurity Centre.
"To give ourselves the best chance of beating this virus once and for all – and of spotting and being ready to respond to other health threats, now and in the future, we are creating a brand new organisation to provide a new approach to public health protection and resilience," said Health Secretary Matt Hancock.
"The National Institute for Health Protection will bring together the expertise of PHE with the enormous response capabilities of NHS Test and Trace and the Joint Biosecurity Centre to put us in the best possible position for the next stage of the fight against Covid-19 and for the long-term."
The government's Department of Health and Social Care (DHSC) said that in order to minimise disruption to the ongoing work dealing with the coronavirus pandemic, the new organisation will be formalised and fully operational from the first half of 2021.
Baroness Dido Harding, currently in charge of the NHS Test and Trace operation, will temporarily head the new institute and lead the search for a permanent successor.
"Combining the UK’s world-class public health talent and infrastructure with the new at-scale response capability of NHS Test and Trace into a single organisation puts us in the strongest position to stop the spread of the virus," said Harding.
"PHE has worked incredibly well with NHS Test and Trace and with winter ahead, the life-saving work we are doing is more important than ever. The changes announced today are designed to strengthen our response, and to radically ramp up our fight against this disease, whilst also protecting PHE’s essential work beyond Covid-19 that is so important for the nation’s health."
The creation of the new institute follows some concerns raised over the PHE’s handling of the coronavirus crisis, including the methodology of recording the death toll from the deadly virus which stands at over 41,000 in the UK.
Hancock, however, lauded public health experts for their "incredible work", and commended PHE's research as "some of the best that's been done" in the battle against Covid-19.
He stressed that the new institute was being brought in to further strengthen the country’s public health response.
"If something is the right thing to do then putting off the change is usually the wrong thing to do," he said.
Hancock added that his "single biggest fear" was "a novel flu, or another major health alert, hitting us right now in the middle of this battle against coronavirus".
The Labour Party criticised the government for what it branded as "blame-shifting", said the move amounted to "insulting" hardworking PHE staff.
"A structural reorganisation mid-pandemic is time-consuming, energy sapping; it's risky, indeed irresponsible," said shadow health secretary Jon Ashworth.
Some public health officials also had accused ministers of shifting the blame for their own mistakes on to PHE ahead of a public inquiry that will scrutinise the response to the crisis.
The government, however, said the move was aimed at learning from the best systems around the world and work with local directors of public health and their teams, to use their crucial insight and intelligence to deliver a world-class service.
It will ensure the UK will be in an even stronger position to deal with and further recover from Covid-19, the strongest possible position to meet the health protection challenges over the coming winter and be more resilient to respond to future pandemics, the DHSC said.
Duncan Selbie, the outgoing PHE chief executive, will take up the role of a senior advisor to the DHSC on global and public health.
"PHE’s work on the pandemic in the early stages and since stands testament to the professionalism and unremitting hard work of my colleagues and bought precious time for the NHS and government to prepare,” said Selbie.
Over the coming weeks and months, the DHSC and PHE experts will engage on future options on decisions around the future of PHE’s remaining health improvement functions.
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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