Trends of wasting and stunted growth observed during the initial 1,000 days of a child's life can have lasting impacts on their future health and growth, according to studies newly published in Nature journal's Progress towards the Sustainable Development Goals (SDG) Collection.
The authors of these studies related to SDG 2, "Zero Hunger," emphasise the critical importance of gaining awareness about these trends. They underscore that understanding which populations and age groups require the greatest focus is crucial for addressing growth faltering in children.
The studies present longitudinal, or long-term, analyses of 33 previously published studies by analysing data from overall 80,000 children from across South Asia, sub-Saharan Africa and Latin America.
The Collection marks the mid-point of the 15-year period envisioned by the United Nations to achieve the SDGs by 2030, Nature's press statement said.
The first study, from Stanford University, found that the onset of stunted-growth was most prevalent within the first three months after a child's birth, with south Asia seeing substantially higher stunting at birth.
Jade Benjamin-Chung and colleagues analysed data of 52,640 children in this study.
During these three months, wasting was seen to "peak", the second study, from the University of California (UC) Berkeley, found.
Nearly 30 per cent of the children studied lost fat and muscle tissue in the first two years of life and 10 per cent experienced two or more episodes of wasting, Andrew Mertens from UC Berkeley and team found after studying child wasting in a subset of 11,448 children.
Faltering in growth in the first six months of life was found to lay the ground for subsequent and persistent growth faltering in these children, found the third study, also by Mertens and team, adding that boys had a higher risk of growth faltering than girls.
The study evaluated the potential causes and consequences of child growth failure in 83,671 children.
Wasting experienced early in life heightened the risk of growth faltering in future, Mertens said, even as their team found wasting in the first six months to be associated with faster recovery than in older children.
Reversal of stunting between 0 and 15 months was rare and in children who's stunting was reversed, relapse was frequent, Benjamin-Chung and team found.
These findings emphasised the importance of interventions to improve general maternal and infant health in the first 1,000 days, as well as household environment and sanitation, the researchers said.
Our findings suggest that defining stunting targets at earlier ages (for example, stunting by 3 or 6 months) would help focus attention on the period when interventions may be most impactful, Benjamin-Chung and team said in their study regarding SDG 2.2.1, which aims to reduce stunting prevalence among children under 5 years by 2025.
SDG 2.2 calls for the elimination of malnutrition by 2030, with child wasting as its primary indicator.
Our results elevate the importance of improving at-birth child outcomes, with a focus on both maternal support during pregnancy and nutritional supplementation in food-insecure populations for women of child-bearing age, pregnant women, and children under 24 months, Mertens and team wrote in their study analysing child wasting trends.
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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