Produced in the factories of the Algerian company Cebon, located in Oran, in the west of the country, the El Mordjene spread is enjoying huge success in France, thanks to the buzz it has created on social networks.
Beyond their modest-looking packaging, the pots of El Mordjene spread seem to contain a secret ingredient that seduces from the first bite. In many videos posted on social networks, Internet users appear captivated.
In addition to its Algerian customers, the El Mordjene spread seems to have acquired a solid consumer base in France, particularly among young members of the Algerian diaspora who are multiplying tasting videos of this Algerian product described by more than one as being “better than Nutella”.
Indeed, since the beginning of summer 2024, or even before, the name El Mordjene has been on everyone’s lips in numerous videos posted on social networks, where the spread seems to have become a niche for culinary content creators in France.
Observe Mr. Hanouna’s face of disgust when he tastes the famous Algerian spread, “El Mordjene.”
Would he have had the same reaction if this product had been Israeli? pic.twitter.com/ctJtZIN7Wj
โ Philippe Grenier (@grenier_actu) September 10, 2024
โWe went all over Marseille to find it!โ confides an Internet user who films several jars of the Algerian spread as if she had finally managed to find the treasure she was looking for. โI really wanted to taste it,โ she explains, before starting a tasting session that she ends up posting on TikTok.
El Mordjene spread: โIn France, they queue up to buy itโ
“In France, people are queuing up to get a jar of El Mordjene Kinder Bueno flavor! They’ve never tasted chocolate that’s as good,” reveals another Internet user who assures us that the Algerian spread has become “a legend.”
But the Algerian spread does not only attract members of the diaspora. For the famous influencer and YouTuber Johan Papz, El Mordene “does not taste like Nutella, but like a real luxury spread.”
El Mordjene is already sold in France in several grocery stores specializing in Algerian products, while waiting for its sale to become widespread in supermarkets.
For the moment, she is the star of the shopping bag trade, but in the Algeria-France direction, and this, while the traffickers generally operate in the opposite direction… which shows that sometimes it only takes a little to reverse certain habits.
El Mordjene Paste: 2,500 Jars Sold in 30 Minutes in a Paris Store
Now, it’s not just influencers who are interested in the success of this Algerian product. The general press is also getting involved. The newspaper Le Parisien talks about it on its Tik-Tok page.
“Many people are trying to find out where to get some,” says the media outlet, which visited a clearance store in Argenteuil, in the Paris region, that sells El Mordjene and is one of “the rare places where you can get some.”
“Since June, the phone has been ringing every day” and “99% of the calls” are for this product which comes from Algeria, reveals a manager, assuring that El Mordjene is out of stock.
At the time he spoke to Le Parisien, he had only 2,500 pieces available. “It’s not a lot because if I put the pallet on the shelf, in 30 minutes max, it’s gone,” he said.
In the store, there is a large crowd. Everyone is waiting for the Algerian spread to be put on the shelf at 6 p.m. “Your attention please. For the El Mordjene spread, it’s two max per person. There are customers who come from very very far away,” an employee says to the customers waiting in line.
When the sale of the pots started, customers rushed to get them.
“It’s always out of stock. As soon as we find a place online, we go for it,” says one customer. “I finished work, I went straight to get two pots for my children,” says another.
After Le Parisien, a major French media outlet has taken an interest in the incredible success of El Mordjene in France. It is BFMTV, the leading news channel in France, which has devoted a report to the now famous Algerian spread.
