Thousands of women facing a higher risk of breast cancer are set to receive aid through a risk-reducing drug, now approved for use by the NHS. The state-funded health service made the announcement on Tuesday (7), marking a significant step in preventing the disease.
Anastrozole, a long-standing breast cancer treatment has been licensed by the Medicines and Healthcare products Regulatory Agency (MHRA) as a preventive measure, raising hopes of averting numerous breast cancer cases in England.
The National Institute for Health and Care Excellence initially suggested Anastrozole as a preventive choice in 2017.
The off-patent drug (meaning more than one company can make it) demonstrated through trials, significantly reduces the disease's occurrence by nearly 50 per cent in post-menopausal women facing increased risks.
“Breast cancer is the most common cancer in the UK, so I'm delighted that another effective drug to help to prevent this cruel disease has now been approved,” said health minister Will Quince.
“We've already seen the positive effect Anastrozole can have in treating the disease when it has been detected in postmenopausal women and now, we can use it to stop it developing at all in some women. This is a great example of NHS England's innovative Medicines Repurposing Programme supporting the development of new ways for NHS patients to benefit from existing treatments,” he said.
Around 289,000 women at moderate or high risk of breast cancer could be eligible for the drug, and while not all will choose to take it, it is estimated that if 25 per cent do, around 2,000 cases of breast cancer could potentially be prevented in England, while saving the NHS around GBP 15 million in treatment costs.
“This is the first drug to be repurposed though a world-leading new programme to help us realise the full potential of existing medicines in new uses to save and improve more lives on the NHS. Thanks to this initiative, we hope that greater access to anastrozole could enable more women to take risk-reducing steps if they'd like to, helping them live without fear of breast cancer,” said NHS chief executive Amanda Pritchard.
The treatment is taken as a 1mg tablet, once a day for five years. Anastrozole is an aromatase inhibitor, which works by cutting down the amount of the hormone oestrogen that a patient's body makes by blocking an enzyme called “aromatase.”
The most common side effects of the medicine are hot flushes, feeling weak, pain/stiffness in the joints, arthritis, skin rash, nausea, headache, osteoporosis, and depression.
Anyone who suspects they are having a side effect from this medicine is encouraged to talk to their doctor, pharmacist or nurse and report it directly to the MHRA's Yellow Card scheme.
“The extension of anastrozole's licence to cover it being used as a risk-reducing treatment is a major step forward that will enable more eligible women with a significant family history of breast cancer, to reduce their chance of developing the disease,” said Baroness Delyth Morgan, chief executive at the Breast Cancer Now charity.
The UK's Medicines Repurposing Programme was set up in 2021 and is hosted by NHS and supported by the government to build on the innovation in medicines repurposing seen during the Covid-19 pandemic, when tocilizumab, an arthritis drug, and dexamethasone, a widely available steroid, was repurposed as treatments for coronavirus.
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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