Rising tuberculosis cases in Leicester spark concern
Over the three years, there was an average rate of 40 cases per 100,000 people locally, compared to fewer than 10 per 100,000 across the UK as a whole.
By Hannah RichardsonApr 25, 2024
LEICESTER has the secondhighest rate of tuberculosis (TB) of all council areas in the UK, the city’s director of public health has said.
While precise numbers were not given, Rob Howard told Leicester city council’s public health committee there had been “a couple of hundred cases” locally in the past 12 months.
Documents published ahead of the meeting showed that Leicester’s three-year average infection rate for 2020, 2021 and 2022 were significantly higher than the national average.
Over the three years, there was an average rate of 40 cases per 100,000 people locally, compared to fewer than 10 per 100,000 across the UK as a whole.
However, the rates have fallen since the early years of the 2000s, the documents also showed.
Nonetheless, the statistics were causing health chiefs “concern”, Howard said at the meeting last Tuesday (16), adding that “more work [was needed]” on the disease.
In the three-year period starting in 2001, the rates were just shy of 80 cases per 100,000 people in Leicester. That was compared to a rate of a little more than 10 per 100,000 nationally. The number has declined since then, but in recent years has seen a slight uplift.
The UK Health Security Agency, which monitors infectious diseases, said earlier this year that TB infections were now above pre-pandemic levels.
Cases had been falling since 2011, but progress to eliminate TB had now “stalled”, it added.
Drug-resistant TB – when the bacteria does not respond to two of the four main antibiotics used to treat it – is also a growing concern. However, the number of people with this form of TB has remained stable in recent years in England and Wales.
The council and its healthcare partners were now looking at its impact and working to “refresh” their action plan for tackling it, Howard told councillors. They are also examining why people delay seeking help for the illness, and why there is a stigma associated with TB, he said. He added the treatment was “long and difficult”, so the group was also considering ways to encourage more people to come forward for it.
The UK has done “a lot of analysis” into TB, Howard said. It showed that a lot of people with the illness “were born outside the UK”. However, many of them have been in this country “for quite some time” before becoming ill – more than 11 years in the majority of cases.
TB is the second leading infectious killer in the world, after Covid-19. It caused the deaths of 1.3 million people worldwide in 2022, according to the World Health Organisation (WHO).
In England and Wales, there were 182 deaths in 2022, up from 168 in 2021, but below pre-pandemic figures.
The illness can be spread by close contact with anyone who has TB. Symptoms include a chronic cough, fever, chills, loss of appetite, weight loss, fatigue, and coughing up blood.
People should see a GP if they have had a cough for more than three weeks, are tired and not sure why, have a high temperature or night sweats that do not go away, have lost weight without changing their diet or exercise routine, or if they have spent a lot of time with someone who has TB.
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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