Researchers have discovered a correlation between hypertension, resulting from high salt intake, and emotional and cognitive dysfunction according to a recent study conducted by Fujita Health University in Japan.
The study reveals that excessive consumption of table salt, a commonly used food seasoning, has been associated with cognitive impairment.
Additionally, it is well-established that high salt intake is a contributing factor to the development of hypertension.
The study further explains that the mechanism behind this link involves disrupted signalling between the blood pressure regulation system and specific lipid molecules in the brain, ultimately leading to dysfunction.
The hormone Angiotensin II (Ang II) and its receptor "AT1" are recognized for their crucial role in regulating blood pressure and fluid balance.
Previous research has established the connection between Ang II-AT1 and the physiologically significant lipid molecule prostaglandin E2 (PGE2) and its receptor "EP1" in relation to hypertension and neurotoxicity.
However, the precise involvement of these systems in hypertension caused by high salt intake (HS) and its impact on emotional and cognitive functioning has remained unclear.
The recent study, published in the British Journal of Pharmacology, sheds light on this matter by demonstrating how the crosstalk between Ang II-AT1 and PGE2-EP1 contributes to HS-mediated hypertension and subsequent emotional and cognitive dysfunction.
"Excessive salt intake is considered a risk factor for hypertension, cognitive dysfunction, and dementia. However, studies focusing on the interaction between the peripheral and central nervous system have not sufficiently investigated this association," said author Hisayoshi Kubota from the university's Graduate School of Health Science.
The study observed that in mice, the emotional and cognitive effects were mainly attributed to tau phosphorylation, which refers to the excessive addition of phosphates to the protein called "tau."
Tau is a crucial protein associated with Alzheimer's disease.
During the study, the researchers administered a high-salt (HS) solution (consisting of 2% sodium chloride in drinking water) to laboratory mice for a duration of 12 weeks while closely monitoring their blood pressure.
"The effects of HS intake on emotional/cognitive function and tau phosphorylation were also examined in two key areas of the mouse brain - the prefrontal cortex and the hippocampus," explained Akihiro Mouri, professor at the university's School of Health Sciences.
Additionally, the researchers investigated the role of the Ang II-AT1 and PGE2-EP1 systems in high-salt (HS) induced hypertension and neuronal/behavioural impairment. The study revealed several biochemical changes in the brains of the mice.
Apart from tau phosphorylation, the researchers observed a reduction in the phosphate groups associated with a crucial enzyme called "CaMKII" at the molecular level. CaMKII is a protein involved in signalling processes in the brain.
Moreover, they detected alterations in the levels of "PSD95," a critical protein responsible for organizing and facilitating the connections between brain cells, known as synapses.
Interestingly, all these biochemical changes were observed to be reversed when the mice were administered the antihypertensive drug "losartan."
Similarly, the researchers noted a comparable reversal when the EP1 gene was knocked out.
The findings of the study indicate that the angiotensin II-AT1 and prostaglandin E2-EP1 systems could serve as promising targets for therapeutic interventions against dementia induced by hypertension.
In order to mitigate potential health risks, the World Health Organization advises restricting daily salt intake to less than 5 grams.
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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