Intermittent fasting can lead to cardiovascular diseases, says study
A 91 per cent higher cardiovascular death risk within 8-hour eating windows was analysed in the study of 20,000 Americans.
By Vibhuti PathakMar 20, 2024
Fatty foods, sugars, and junk food, seem very unhealthy, but did you know, what is more, unhealthy than this? Intermittent fasting. Yes, you read that right!
A recent study, presented at the American Heart Association's Epidemiology and Prevention conference, has cast doubt on the purported health benefits of intermittent fasting, particularly the 16:8 plan, which involves consuming all daily meals within an 8-hour window and fasting for the remaining 16 hours.
What exactly is intermittent fasting which has been so popular amongst the health freaks?
Intermittent fasting focuses on when you eat rather than what you eat. You only eat during certain hours each day or limit meals to a few days a week. Our bodies are built to handle periods without food, as seen in our hunter-gatherer ancestors. In the past, people naturally ate less due to limited entertainment and more physical activity.
Nowadays, constant access to technology leads to prolonged sitting and snacking, contributing to health issues like obesity and diabetes. Intermittent fasting could help counteract these effects, according to research Johns Hopkins neuroscientist Mark Mattson, by promoting weight loss and improving overall health.
Contrary to its popular image as a weight loss and heart health solution, this study revealed alarming associations with cardiovascular risks.
But what does the research say?
Conducted by researchers led by Dr. Victor Zhong of Shanghai Jiao Tong University School of Medicine, the study analysed data from approximately 20,000 American adults, averaging 49 years of age, who had adopted intermittent fasting.
The findings indicated a significant increase in the risk of cardiovascular death among those adhering to an 8-hour eating window—a staggering 91 per cent higher risk compared to those consuming their meals over 12 to 16 hours.
Furthermore, individuals with pre-existing cardiovascular conditions who restricted their eating to 8 to 10 hours a day faced a 66 per cent elevated risk of death from heart disease or stroke. Surprisingly, the study also noted that cancer patients who extended their eating duration beyond 16 hours were less likely to succumb to the disease.
However, it's important to note that despite intermittent fasting's popularity for short-term benefits, the study found no overall reduction in the risk of death from any cause.
Dr. Zhong emphasised the necessity of examining the long-term health implications of such dietary practices, given the unexpected findings regarding cardiovascular risks.
The research also had some limitations...
The study's limitations were acknowledged, particularly its reliance on self-reported dietary habits and the absence of consideration for various other factors influencing participants' health.
Dr. Christopher D Gardner of Stanford University pointed out the need for more detailed analyses, including the quality of nutrients consumed and demographic comparisons among different eating schedules, to fully understand the observed effects.
While intermittent fasting may offer short-term advantages, this study raises concerns about its potential long-term adverse effects on cardiovascular health. Further research is required to elucidate the intricate relationship between dietary patterns and overall well-being, urging caution among those considering such restrictive eating regimes.
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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