In a new development in the realm of cancer treatment, the UK has embarked on a pioneering journey by incorporating cancer patients into an international trial of an experimental mRNA therapy, known as mRNA-4359.
This innovative approach, which is currently under evaluation at Imperial College Healthcare NHS Trust, is at the forefront of the phase 1/2 clinical trials sponsored by Moderna, a report in The Economic Times said.
The trial aims to explore the therapy's safety and its effectiveness against various solid tumours, including melanoma and lung cancer, as outlined on Imperial College's website.
The essence of this therapy lies in its use of messenger RNA (mRNA) to introduce the immune system to common tumour markers, thereby training it to recognise and destroy cancer cells that display these markers.
This could potentially lead to the eradication of cells that would otherwise inhibit the immune response.
The collaboration between Imperial College and the Moderna-UK Strategic Partnership represents a significant stride in the UK's efforts to bolster its capabilities in mRNA vaccine production and enhance its readiness for future health crises.
As part of a decade-long agreement with the UK government, Moderna has pledged to invest heavily in research and development, including conducting various clinical trials within the country.
The study's initial phase is dedicated to assessing the therapy's safety and how well patients tolerate it, both as a standalone treatment and in combination with pembrolizumab, an immune checkpoint inhibitor.
The researchers are particularly interested in whether this combination can actively shrink tumours in patients with certain lung and skin cancers.
An 81-year-old man from Surrey, who was diagnosed with a form of malignant melanoma resistant to treatment in late October, had the distinction of being the first UK patient to receive mRNA-4359.
The government's collaboration with various pharmaceutical firms aims to push the boundaries of mRNA-based cancer immunotherapies, with several candidates currently undergoing early-stage clinical evaluations to determine their safety, feasibility, and initial efficacy.
The trial, an open-label, non-randomized Phase 1/2 study, involves all participants receiving identical treatment, with both clinicians and patients fully informed about the therapy being used. This approach fosters greater cooperation and understanding.
Cancer vaccines like mRNA-4359 are at the forefront of immunotherapy, designed to enhance the effectiveness of traditional treatments. These vaccines are divided into personalised therapies, utilising genetic material from a patient's tumours, and pre-designed therapies targeting specific cancer types.
The Mobilise trial is a groundbreaking effort by Imperial College London and Imperial College Healthcare NHS Trust, conducted at the NIHR Imperial Clinical Research Facility at Hammersmith Hospital.
Although the therapy is still in the preliminary stages of testing, there is optimism that it could emerge as a viable treatment for cancers that are notoriously difficult to manage, assuming its safety and effectiveness are confirmed.
Dr Kyle Holen of Moderna shared with The Telegraph their enthusiasm for the promising early results of the therapy, expressing hope for the ushering in of a new era in cancer treatment.
Similarly, Dr David Pinato and Dr Nichola Awosika from Imperial College London highlighted the innovative nature of mRNA-based cancer immunotherapies like mRNA-4359, which could offer less toxic and more targeted treatment options by harnessing the power of the patient's immune system against cancer.
The involvement of patients in the Mobilise trial has been lauded as crucial to the advancement of these novel treatments.
Professor Peter Johnson NHS national clinical director for cancer and Victoria Atkins, Secretary of State for Health, and Social Care, have both praised the cutting-edge work being done in the field and the transformative potential of cancer vaccines to save lives and revolutionise cancer therapy.
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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