Allt om Mat Celebrates 40 Years

On Thursday Oct. 21, Sweden's biggest food magazine celebrated its 40th birthday. The first issue of Allt om Mat (All about food) was published in October 1970 and was an immediate success. Today the magazine has 538,000 readers.

"We definitely haven't had a midlife crisis - on the contrary!" says Katrin Ahlström, editor-in-chief. "Food is really a hot topic just now with public debates about quality, additives, organic and locally produced food."

One of the keys to the success of the title is the magazine's test kitchen. All the recipes published in the magazine are tested there, often more than one time. Allt om Mat has also published a number of books from the start, the most recent being the cookbook series Allt om det Goda (Everything good) that is being marketed and sold together with the daily newspapers Expressen, Göteborgstidning, Kvällsposten and Dagens Nyheter.

The anniversary issue with food, memories and future predictions will be out on Oct. 28.