UK councils have revealed their efforts to promote testing in ethnic minority groups as the government confirmed community testing programmes would be offered to the worst-affected Tier 2 areas.
However, some expressed concern that testing alone was not enough to bring down high rates of infection in some areas. Eastern Eye spoke to public health experts for councils in Leicester and Bradford (both of which have substantial Asian populations) on their experiences with community testing.
It was confirmed last Thursday (17) that both cities would be remaining in Tier 3 for at least the next two weeks. Bradford Council has repeatedly lobbied the government to improve self-isolation payments. It said it is currently using council funds for discretionary payments for the poorest as the government funding doesn’t cover that.
“Testing alone cannot bring down infection rates, there needs to be good self-isolation support in place for people too,” it said. “Infection rates are reducing. It is impossible to attribute this to testing over another intervention, but we think it is playing an important part by identifying people who are positive and requesting they and their contacts isolate to break the chains of transmission. If the government’s self-isolation payments were stronger, this would strengthen the strategy. Testing alone will never be sufficient.”
The council said the perception of testing had changed over time. Its home testing team have set up a system whereby homes are visited by a “warming up” team in advance to answer any questions people may have. This has increased the uptake of the testing offer, it said. “We suspect there may be some people who do not book tests as they are worried that they are then legally required to isolate for 14 days if they receive a positive result,” the spokesperson said. “For low-paid workers, this is a massive challenge for the household in terms of maintaining an income.”
Both Leicester and Bradford emphasised their efforts to reach out to any ethnic minority residents. Bradford said its doorstep testers have information on video in different languages to explain the process, while staff are fully reflective of local communities. “In many cases, they are bi- or even trilingual,” it added.
Leicester echoed similar efforts, claiming doorstep testers were from a range of diverse backgrounds. They also rely on local community radio stations, which broadcast public health messages. “In addition, we work with local community leaders to help raise the issue within different communities and distribute information translated into a range of languages,” a spokesperson said.
Although the teams have witnessed a mixture of responses to testing, Leicester council said most people were willing to be tested. “They appreciate the convenience of the team delivering the test to their home, and collecting it half an hour later,” a Leicester public health spokesperson said.
Bradford officials confirmed PCR tests were available to anyone with the three main symptoms of Covid. They also have doorstep teams, who offer home testing to people living in high prevalence areas. Using this method, the council has had a 10 per cent positivity rate (one in 10 people tested have had a positive result).
Authorities in Leicester confirmed testing was targeted in the area. Officials are testing people in areas with higher infection rates, even if they don’t have symptoms, using doorstep teams. Care home staff and healthcare staff are subject to repeat testing, too. Anyone with symptoms can get tested at centres across the city, including at a walk-in centre where no appointment is required.
The Department of Health and Social Care (DHSC) said extending the testing programme would help drive down transmission rates to help prevent areas in Tier 2 moving into the toughest restrictions. Community testing, which was initially launched in Liverpool in November, has already been provided to more than 65 areas in Tier 3.
Community testing will enable positive cases to be picked up more quickly, according to the DSHC, as it was revealed that approximately one-third of people with Covid-19 were not displaying symptoms and potentially unknowingly infecting people.
Health secretary Matt Hancock said broadening testing would “help save lives”. “The sooner we get this virus under control, the sooner we can ease these restrictions and get back to doing the things we love,” he said last Wednesday (16).
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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