Higher non-Covid deaths found in diabetics, women: Study
The research findings pointed to the importance of ensuring that all people with diabetes, especially those from the less advantaged groups, had consistent access to diabetes medication and care
New research published in The Lancet Diabetes and Endocrinology journal has revealed an increase in non-Covid-related deaths among individuals with diabetes, attributed to disruptions caused by the pandemic.
The global review of studies comparing pre-pandemic and during-pandemic data found that the complication of sight loss in people with diabetes also increased.
The negative impacts were most pronounced for women, younger people, and racial and ethnic minority groups, it found.
The team of researchers, including those from the World Health Organisation (WHO), looked at 138 studies - North America (39), Western Europe (39), Asia (17) and others from Eastern Europe, South America, Egypt, Australia, and multiple regions - to examine the impacts of pandemic-related disruptions on the vulnerable diabetic population.
The research findings pointed to the importance of ensuring that all people with diabetes, especially those from the less advantaged groups, had consistent access to diabetes medication and care, the researchers said.
"We set out to answer the question, are you more at risk of dying from Covid and having serious disease if you have diabetes? And the data were clear - yes, you are," said co-lead author Jamie Hartmann-Boyce, an assistant professor of health policy and promotion in the School of Public Health and Health Sciences, University of Massachusetts Amherst, US.
Along with an increase in deaths, the researchers found a "startling" increase in diabetes-related admissions to paediatric ICUs, as well as a rise in cases of diabetic ketoacidosis (DKA) among children and adolescents.
DKA is a potentially life-threatening complication of diabetes, characterised by vomiting, abdominal pain, taking deep gasps while breathing and increased urination.
The data on paediatric ICU admissions and DKA was probably the most striking thing coming out of the review, according to Hartmann-Boyce.
"It was very consistent across countries, and a paediatric ICU admission is a major event for kids and their families," she said.
The researchers pointed out that there were more new cases of Type 1 diabetes than expected, and that children freshly diagnosed with this type were much sicker during pandemic than during non-pandemic periods.
Type 1 diabetes, much less common than Type 2 diabetes, is an autoimmune disease usually diagnosed in childhood but can occur at any age. It is often detected at routine primary care visits.
Regardless of the type of diabetes a person has, the disease requires self-management with diet, physical activity, and consistent routines.
People with Type 1 diabetes also require insulin to manage their blood sugar, the researchers said.
Finding clear evidence that diabetes was a risk factor for death from Covid, the team then looked at the pandemic's indirect impacts on diabetes management such as reduced access to healthcare.
"We know that not getting your eyes screened regularly if you have diabetes is a problem and leads to more sight loss," said Hartmann-Boyce.
"And we saw diabetes-related mortality and all-cause mortality increasing in England during the first wave that wasn't attributed to Covid but was probably related to reduced access to health care and reduced health care utilisation."
She said she would like to update the review over the next decade, when more indirect pandemic impacts might become evident, as when blood sugars run high, there can be impacts that might not be seen for five or ten years down the line.
"One would hope that the people who do pandemic planning would take this information into account when thinking about the messaging and the care provided to people living with diabetes, should we have another pandemic," said Hartmann-Boyce.
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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