The European Union has refused imports of a sought-after Algerian hazelnut spread that gained popularity in France due to praise from social media influencers.
Comments like “Incredible texture,” “good enough to die for,” and “so so very good” have been circulating on TikTok about El Mordjene Cebon, while jars are being sold in small shops in France for over 10 euros ($11).
However, the EU did not approve of El Mordjene, which has a creamy peanut butter-like consistency.
“Algeria does not meet the conditions for a third country to export products to the European Union containing dairy inputs intended for human consumption,” the French agriculture ministry informed AFP.
The ministry has initiated an investigation into how El Mordjene is still being sold in France.
“I’ve had difficulty getting hold of it, and I hope they will make it available for sale again in France and Europe,” commented Benoit Chevalier, an influencer with 12 million TikTok followers.
The French supermarket chain Carrefour is the lone retailer expressing interest in selling the product, stating to AFP on Monday that they aim to have it on shelves “soon while adhering to European food import regulations.”
A small shop in Marseille in the south was offering a jar for 30 euros. The shopkeeper, who chose not to disclose his name, mentioned that he has been selling the product since 2022.
In France, El Mordjene Cebon competes with the popular Nutella from Italy’s Ferrero, which holds 75% of the spread market, as per France’s supermarket federation.
In Algeria, the international success of the product is a matter of national pride.
Algerians “love it,” stated Rabie Zekraoui, a 23-year-old store owner in Algiers. “We only have one crate left,” and emphasized the need to support Algerian products.
Is Cebon responsible for the social media hype?
“Despite our happiness over this attention, we are not behind it,” clarified Amine Ouzlifi, spokesperson for the company located in Tipaza, around 70 kilometers (40 miles) west of Algiers.
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