The UK's Covid-19 death toll in hospitals rose by 616 to 18,738 by 1600 GMT on April 22, the health department said on Thursday (23).
It added that 138,078 people had tested positive for coronovirus so far.
England's Covid-19 death toll in hospitals, meanwhile, rose by 514 to 16,786.
NHS England said that the people were aged between 31 and 100 years old, and that 16 of the patients, who were aged between 37 and 92 years old, had no known underlying health condition.
Vaccine trial begins
In a sign of hope, a team at University dosed the first volunteers in a trial of their vaccine called "ChAdOx1 nCoV-19".
The Oxford scientists said last week that large-scale production capacity was being put in place to make millions of doses of the ChAdOx1 nCoV-19 shot, even before trials show whether it is effective.
They said the main focus of initial tests was "to find out if this vaccine is going to work against Covid-19, if it won’t cause unacceptable side effects and if it induces good immune responses".
Incidentally, Britain's GSK and France's Sanofi had last week announced an agreement to develop a Covid-19 vaccine, with trials starting in the second half of the year.
As many as 100 potential COVID-19 candidate vaccines are now under development by biotech and research teams around the world, and at least five of these are in preliminary testing in people in what are known as Phase 1 clinical trials.
Social distancing to continue
The government said last Thursday the full restrictions would remain in place for at least another three weeks, and its chief medical adviser, Chris Whitty, said on Wednesday some forms of social distancing would be needed for much longer.
Normal life will only return once an effective vaccine or treatment for COVID-19 is available, Whitty said at the government's daily news conference.
"Until we have those -- and the probability of having those any time in the next calendar year are incredibly small, and I think we should be realistic about that -- we're going to have to rely on other social measures," he said.
Tests to cover 300,000 households
The UK government plans to test a sample of 20,000 households for Covid-19 in the coming weeks to try to establish how far the disease has spread across the country.
Health Secretary Matt Hancock -- who has faced criticism over limited testing facilities for some health and social care workers -- said on Thursday (23) the research would help the government understand the trajectory of the disease better.
More than 18,000 British people have died in hospital of the disease so far, and the country is now in its fifth week of a lockdown that stops most people from leaving home other than to buy food, exercise, or undertake essential work.
The health depart said initial results from the research -- which it is conducting jointly with the Office for National Statistics and the University of Oxford -- would be available in early May.
Twenty thousand households from across England will take part in the pilot, which will be expanded to 300,000 households across the UK over the next 12 months.
Participants will provide weekly samples from self-administered nose and throat swabs for the first five weeks, which will show if they currently have the virus, and then monthly samples for the following year.
Adults from around 1,000 households will also provide blood samples to see if they have developed antibodies following an earlier infection with the coronavirus.
"Understanding more about the rate of COVID-19 infection in the general population, and the longer-term prevalence of antibodies, is a vital part of our ongoing response to this virus," Hancock said.
Tests will be administered by IQVIA, a US health data company that has worked before with Britain's state-run health service, and analysed in British government laboratories.
Mask advice
Ministers will review advice given by scientific advisers on whether the use of face masks in public is effective in preventing the transmission of the novel coronavirus, a spokesman for Prime Minister Boris Johnson said on Thursday.
Asked whether the government would recommend that the public wear face masks, the spokesman told reporters: "SAGE (the Scientific Advisory Group for Emergencies) met on Tuesday to look at further evidence relating to the effectiveness of masks in preventing transmission of the disease.
"They have finalised their advice and ministers will now be reviewing this to decide on any further action that might be needed."
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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