Since this summer, an Algerian spread, El Mordjene, has enjoyed dazzling success in France. This product, which was still little known, has become a real phenomenon in just a few months thanks to TikTok and the enthusiastic opinions of several influencers.
El Morjdene, nicknamed the “hazelnut cream” by its fans, is now considered a must-try. Some even compare it to the taste of the famous Kinder Bueno, which has contributed to its appeal.
It all started with a few influencer videos on the social network, where consumers praised its unique flavors. As a result, Internet users rushed to buy it. Each new video about it arouses even more curiosity and demand.
“It’s been non-stop since June,” says Brahim Kezoui, manager of a clearance store in Argenteuil, in an interview with the French newspaper Le Parisien. “99% of the calls are about our stock of this spread.”
The large 700-gram jar, sold at 8.50 euros, seems to meet a growing demand, although its price is considered a little high by some. However, this does not stop customers from snapping it up.
Even the manufacturer, Algerian company Cebon, seems surprised by the sudden popularity. One company employee said: “At first, sales in France were slow, but since the videos on social media in June, we have seen a spike in demand. We have had to increase our production to meet it.”
Despite a relatively classic composition (hazelnuts, cocoa, and powdered milk), El Mordjene seduces its taste and texture.
Popular influencers like Overteck and Mignon, who have 97,000 followers on TikTok, have hailed the discovery, saying that this time the product is truly worthy of the hype.
For now, El Mordjene is mainly sold in stores specializing in Algerian and oriental products in France. However, several Algerian media outlets predict an imminent entry into the shelves of major French retailers, thus reinforcing the idea that this success is only just beginning.
On its website, the Cebon company, founded in 1997 and which presents itself as a family business based in Oran, indicates that the current spread was only offered on the market in 2021.
BFM TV journalists recently tasted CEBON “El Mordjane” spread live on the show “Première Édition”. Their reaction was unanimously complimentary, highlighting the exceptional taste quality of the product. This presentation on television not only increased the visibility of the Algerian spread but also generated growing interest among French consumers.
The OpenFoodFacts website gave this paste a Nutri-Score E, due to its high content of saturated fatty acids (6.67%), fat (26.7%), and sugars (53.3%). It is also classified in category 4 according to the NOVA classification, like Nutella. For a 15-gram portion, Cebon paste contains 79 kcal, 4 g of fat, and 0 g of protein, while Nutella offers 80 kcal, 4.6 g of fat, and 0.9 g of protein.
An alternative could be Rigoni di Asiago’s Nocciolata Bianca, which has a Nutri-Score D, less saturated fat (4.6%) but more fat (33.1%), while offering a potentially similar taste.
