Measles outbreak concern after falling vaccine rates
Health chief reassures Muslims as data shows London has lowest jab uptake
By Eastern Eye Jan 27, 2024
THE UK’s public health protection agency last Friday (19) sounded a “national call to action” for more measles jabs for children because of falling vaccination rates and fears that a current outbreak could spread.
Jenny Harries, head of the UK Health Security Agency (UKHSA), warned that measles was spreading among unvaccinated communities. She acknowledged that some in the Muslim community were wary of the vaccines because one that was on offer had a porkbased derivative. But she said she wanted to let people know an alternative was available and was “very effective”.
People have “forgotten what measles is like”, Harries told BBC radio, pointing out that it could even be fatal in rare cases.
The UK had previously achieved “measles elimination status”, she added.
Now, however, the average number of children starting school having had both doses of the combined measles, mumps and rubella (MMR) vaccine stands at only 85 per cent.
Harries said an ongoing outbreak in the West Midlands had seen 216 laboratory-confirmed cases and 103 “likely” cases since October 1, 2023. Of those, 80 per cent of patients were found in Birmingham.
Vaccination rates across the country have been falling, but there are particular concerns about some areas, including parts of London.
The lowest rates nationally were in the capital, with one area – Hackney in the east – having vaccinated only 56.3 per cent of children, according to the latest NHS figures.
Asked which communities were less likely to take up vaccinations, Harries said “for the West Midlands, for those in Muslim communities, they will be not keen to take up one of the MMR vaccines that we offer, which has a pork-based derivative”.
In Bury, cases of measles have risen amid a drop-off of more than 10 per cent in the take up of the MMR vaccine. Eighty-three per cent of children in Bury received both doses of the MMR vaccine by the age of five in 2022-2023, compared to 94 per cent in 2014-2015. While the rate has also dropped regionally and nationally, Bury’s uptake is still below the national average.
Responding to this fall, and to a small number of measles cases, Bury Council worked with NHS partners to deliver 30 catch-up clinics which vaccinated more than 400 people. Further clinics are planned.
Measles is one of the most contagious viruses in the world, but is preventable by two doses of vaccine. It usually starts with cold-like symptoms, followed by a rash a few days later.
Some people may also get small spots in their mouth. The disease can lead to serious problems if it spreads to other parts of the body, such as the lungs or brain. If a woman gets measles while pregnant, it could lead to harm to the baby.
The Covid-19 pandemic massively disrupted routine immunisation efforts worldwide and the bounce back has been slow.
Harries said immediate action was needed to boost uptake of the MMR (measles, mumps and rubella) vaccine in areas where it was low.
“We need a long-term concerted effort to protect individuals and to prevent large measles outbreaks,” she added.
MMR is part of the routine childhood immunisation programme offered by the NHS.
Last year, the UKHSA said in some areas and groups in London, coverage of the first MMR dose at two years of age was as low as 69.5 per cent.
In July last year, the UKHSA warned of a steady rise in measles cases and the risk of a resurgence of the virus, particularly in London where it said an outbreak of 40,000 to 160,000 cases could occur due to low vaccine coverage rates. (Agencies and Local Democracy Reporting Service)
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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