Going from unemployed to becoming one of Sweden’s most beloved food personalities is far from an obvious journey. For Alma Hassan, a passion for food and the desire to create something of her own paved the way. Today, she is a mother of three, a cookbook author, and runs her social media full-time – a job she loves and hopes to continue for many years to come.
When the company Alma worked for went bankrupt, she suddenly found herself without a job. The uncertainty was overwhelming, and in the middle of the pandemic, the chances of finding new work or an education were nearly non-existent. Instead of giving up, she chose to focus on something that had always been a source of comfort and joy: cooking.
The breakthrough came unexpectedly – through cheese boards. Her colorful and generous arrangements quickly spread on social media and became the starting point for something entirely new. In a short time, her platform grew to over 360,000 followers – and a cookbook deal. Soon, she had two books published.
– I started sharing food on Instagram, and it grew at rocket speed. Now I work full-time with my social media, Alma says.
Her following grew rapidly, and it didn’t take long before Alma had created an entirely new career. Through her social channels, she inspires hundreds of thousands of people every day. On her Instagram account @snackstoshare, she shares beautiful and creative dishes that still feel cozy and achievable for everyone. The account later developed into a cookbook – Food to Share, filled with delicious, simple recipes that inspire joy in cooking, snacks, and everyday meals.
Alma’s love for food has deep roots. Already as a child, she could lose herself among the cookbooks at the library and dream away through the recipes.
– I borrowed loads of books and could flip through them for hours. But it wasn’t until I moved out on my own that I really started experimenting.
She describes her cooking style as quick, simple, and above all tasty. But behind the recipes lies a greater ambition.
– I want people to feel joy when they taste my food. For me, food is so much more than just something we eat – it’s memories, emotions, encounters between people, and love.
For Alma, inspiration is constantly present in everyday life. It can appear in the grocery store, in the fridge, or during a café visit. When her creativity needs an extra boost, she loves going to food markets in Malmö or Copenhagen – where scents, colors, and flavors spark new ideas.
This year, Alma steps up to the stage to inspire others. Her goal is clear: to show that food can be both simple and valuable – something that brings people together.
– I hope to convey my love for food and the joy of eating. Food is so much more than just food.
Going forward, she dreams of continuing to develop, writing more cookbooks and exploring other food cultures. Right now, she is in the middle of writing her second cookbook, which will be released in 2026.
– In five years, I hope to have grown as a person and found an even clearer voice in the food world. Always with the love of food as a foundation.
For Alma Hassan, a tough period in life became the beginning of something completely new. And with passion as the driving force, her journey has only just begun.
By: Jessica Karlberg
Photo: Ulrika Pousette / Bonnier Fakta
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