The import of a popular Algerian hazelnut spread into the EU has been blocked after gaining fame in France due to endorsements from social media influencers.
Despite praises like “Incredible texture”, “good enough to die for”, and “so so very good” flooding TikTok, the EU was not in favor of the El Mordjene Cebon spread, which can be found in small French shops for over 10 euros.
The French agriculture ministry informed that Algeria does not meet the requirements for exporting products containing dairy inputs intended for human consumption to the EU. They have initiated an investigation into the continued sale of El Mordjene in France.
Influencer Benoit Chevalier expressed his hope for the product to return to the market in France and Europe. French supermarket chain Carrefour has shown interest in selling El Mordjene, with plans to comply with European food import regulations.
In Algeria, the success of El Mordjene Cebon internationally brings pride to the nation. The competition with Nutella, produced by Italy’s Ferrero and dominating three-quarters of the spread market in France, is significant.
Rabie Zekraoui, a store owner in Algiers, mentioned the high demand for El Mordjene among Algerians and the importance of supporting local products.
Amine Ouzlifi, a spokesperson for the Algerian company behind the spread, clarified that they were not involved in the social media hype surrounding El Mordjene.
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