British prime minister Boris Johnson said on Sunday (10) the coronavirus lockdown will not end yet, urging people to "stay alert" to the risks as he outlined plans to begin slowly easing measures that have closed down much of the economy for nearly seven weeks.
While his government was giving directions for England, it wants the United Kingdom's other constituent nations - Wales, Scotland and Northern Ireland - to take the same approach. But there were immediate divisions, with Scottish First Minister Nicola Sturgeon saying she was sticking with the existing "stay at home" message.
Johnson announced a limited easing of restrictions, including allowing people to exercise outside more often and encouraging those who cannot work from home to return to their jobs.
"This is not the time simply to end the lockdown this week," he said in a televised address. "Instead we are taking the first careful steps to modify our measures."
Johnson's government has faced criticism from opposition parties and others over its handling of the pandemic and the prime minister is wary of taking the brakes off too soon. Britain's coronavirus death toll - 31,855 - is the second highest in the world, behind only the United States. The bulk of the cases and deaths have been in England.
The government's decision to replace its "stay at home" slogan, drummed into the public for weeks, was criticised by opposition parties who called the new "stay alert" message too ambiguous.
Johnson earlier tweeted a new government poster with rules including "stay at home as much as possible", "limit contact with other people" and "keep your distance if you go out".
In his address, Johnson said people should continue to work from home if they could, but from Monday those who cannot, such people working in construction and manufacturing, should be "actively encouraged to go to work".
From Wednesday, people will be allowed to to take unlimited amounts of outdoor exercise, he said, and can sit in the sun in their local park, drive to other destinations, and play sports with members of their own household.
Until now, people have been expected to exercise outdoors once a day, do so locally, and - despite recent spells of warm weather - told not to go to parks to sit in the sun.
Social distancing rules must still be obeyed, Johnson said, adding that fines would be increased for those who break them.
He detailed an alert system ranging from level 1, where virus is no longer present, to level 5, the most critical, that will allow the government to flag risks in different parts of England and to decrease or increase restrictions where necessary.
Scotland's Sturgeon said the only modification she was making to lockdown measures was to allow people to exercise more than once a day.
"(That) is the only change that the Scottish government judges that it is safe to make right now without risking a rapid resurgence of the virus," she told a news conference.
Sturgeon also said she had asked the UK government not to use its "stay alert" advertising campaign in Scotland.
Labour health spokesman Jonathan Ashworth also criticized the "stay alert" slogan. "Many people will be puzzled by it," he told BBC TV. "This virus really does exploit ambivalence and thrive on ambiguity, we need clarity at all times."
SLOW AND CAUTIOUS
Britain's economy - the world's fifth largest - has been hammered by the pandemic and the lockdown measures.
The government has faced steady questions from Labour and others on why the country was not locked down earlier, why it has struggled to administer mass testing and why there have been shortages of protective equipment for medics and care workers.
Johnson himself is recovering after falling critically ill with COVID-19, the respiratory illness caused by the coronavirus, last month.
The Sunday Times reported that scientific advisers had told the government that deaths could exceed 100,000 by the end of the year if lockdown measures are relaxed too fast. As of Sunday, Britain had reported some 219,183 confirmed infections.
Johnson said that by the earliest by June 1, the government might be in a position to begin the phased reopening of shops and to get primary pupils back into schools, in stages.
At the earliest by July, and if the infection rates support it, there could be the re-opening of at least some of the hospitality industry and other public places, provided they are safe and enforce social distancing, he added.
With both the death rate and hospital admissions falling, Johnson said it would be "madness" to allow a second spike in infections.
Changes will be closely monitored at a local, regional and national level and the government would "not hesitate to put on the brakes" if there are outbreaks, he said.
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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