Algerian spread El Mordjene Cebon is not to the taste of the European Union

Has the buzz surrounding the Algerian spread El Mordjene Cebon killed its marketing? Praised on social networks, this product available in France for several months has just been banned by the European Union (EU), provoking the anger of French and Algerian consumers.

Texture ” amazing “, “a killing”, “very, very good” : on TikTok, influencers are full of praise for the El Mordjene Cebon spread, which is selling at prices well above market prices, at more than 10 euros per jar.

Images of pallets full of this creamy product are circulating on the networks, indicating at which small grocer the famous paste is available. The phenomenon is going viral, but is not to the taste of the EU which has just banned the marketing of jars the color of peanut butter.

El Mordjene Cebon has no right to exist on European territory, “Algeria does not meet all the conditions necessary to allow a third country to export to the European Union goods containing dairy products intended for human consumption in compliance with European requirements in terms of animal health and food safety”the French Ministry of Agriculture explained to Agence France-Presse (AFP).

“I struggled to get it”

An investigation has been opened “in order to determine the circumvention mechanisms which have allowed this merchandise to be placed on the market until now”the ministry added. “Two shipments [de pâte à tartiner El Mordjene Cebon] are currently stuck at French border checkpoints”according to the same source.

A decision that does not please French consumers. “I had a hard time getting it, but honestly, I hope they'll put it back in France and Europe.”says influencer Benoît Chevalier, who has more than 11 million subscribers on TikTok.

Only the French retail giant Carrefour has so far expressed its intention to put it up for sale. It explained to AFP on Monday “hope to be able to market it as soon as possible (…) in compliance with European regulations relating to the importation of food products”.

In France, the sector leader by far is Nutella, produced by the Italian Ferrero, which holds more than three-quarters of the market for chocolate spreads in supermarkets, according to data from the Fédération du commerce et de la distribution (FCD).

Proud of international success

It is also the hegemony of Nutella on the European market that provoked the decision of the European Union, says the president of the Algerian Association for Consumer Protection (Apoce), Mustapha Zebdi. The latter declared to the Algerian media TSA that “The product was coming in and traveling, and when it became a danger to their beloved product, they did all the testing and came out with all the standards.”. “We will make a firm decision”he promised, without elaborating further.

In Algeria, the native country of this spread, residents say they are proud of the product's international success. “I traveled almost 20 kilometers because of this El Mordjene paste. It became very famous”explains to AFP Hassen Mekid, 49, who rents “the product of our country”.

The Algerians “rush” on the spread, says Rabie Zekraoui, a 23-year-old shopkeeper whose shop is in the capital, Algiers. “We only have one box left”he emphasizes, affirming that it is necessary “support Algerian products”.

Is the Cebon brand behind this buzz? “We are happy about all this, but the reality of the story is that we have nothing to do with it.” with this craze, assures Amine Ouzlifi, spokesperson for the Cebon brand, whose headquarters are in Tipaza, 70 kilometers west of Algiers.