El Mordjene: The Algerian Spread Taking France by Storm

✏️ BY: Dr. Hana Saada

Algiers, Algeria | September 12th, 2024 — In a remarkable twist of culinary success, the Algerian spread El Mordjene has become the latest sensation in France, captivating the taste buds of consumers and influencers alike. Since the summer, this hazelnut-based spread has gained an unexpected and meteoric rise in popularity, thanks in part to the power of social media and glowing reviews from TikTok influencers.

Often dubbed the “hazelnut cream” by its growing fan base, El Mordjene has earned a place in the hearts of French consumers, with some comparing its delightful flavor to that of the renowned Kinder Bueno. The frenzy surrounding the product began with a handful of TikTok videos showcasing its unique taste, quickly sparking widespread interest. As the buzz grew, so did demand, transforming this once little-known spread into a coveted must-have item.

Brahim Kezoui, the owner of a discount shop in Argenteuil, shared insights on this sudden boom in an interview with Le Parisien: “Since June, the phones haven’t stopped ringing. Ninety-nine percent of the calls we get are about our stock of this spread.” Retailing at €8.50 for a generous 700-gram jar, El Mordjene has continued to fly off the shelves despite some remarks about its slightly steep price.

This rapid success has even caught its manufacturer, the Algerian company Cebon, by surprise. A company representative revealed, “Sales in France were initially slow, but after the social media videos in June, demand surged. We’ve had to ramp up production to meet the new demand.”

Though its ingredients—hazelnuts, cocoa, and powdered milk—are standard, El Mordjene’s flavor and texture have managed to set it apart. Influencers such as Overteck and Mignon, who boast a following of 97,000 on TikTok, have praised the spread, reinforcing the idea that its popularity is well-deserved.

Currently, El Mordjene is available primarily in specialty stores that cater to Algerian and Middle Eastern products across France. However, industry insiders predict that the spread could soon grace the shelves of major French retailers, signaling that this is just the beginning of its journey.

Cebon, a family-run business founded in 1997 and headquartered in Oran, only introduced El Mordjene to the market in 2021. Since then, the spread has carved out a niche for itself, with a significant boost coming from a recent live tasting by journalists on BFM TV’s “Première Édition.” Their overwhelmingly positive reaction has further cemented the spread’s reputation as a top-tier product, sparking even more interest among French consumers.

Despite its success, El Mordjene has not escaped scrutiny for its nutritional content. OpenFoodFacts has assigned it a Nutri-Score of E, primarily due to its high levels of saturated fats (6.67%), total fats (26.7%), and sugars (53.3%). For comparison, a 15-gram serving of El Mordjene contains 79 calories, 4 grams of fat, and 0 grams of protein, while Nutella, another famous spread, provides 80 calories, 4.6 grams of fat, and 0.9 grams of protein per similar serving.

For health-conscious consumers, an alternative might be Rigoni di Asiago’s Nocciolata Bianca, which boasts a Nutri-Score of D and has lower levels of saturated fats (4.6%) but higher fat content overall (33.1%). Though potentially healthier, only time will tell if this alternative can compete with the rising star of Algerian cuisine, El Mordjene.

As El Mordjene continues its rapid ascent in France, its story highlights the powerful role of social media in shaping consumer trends and the growing demand for international products. For now, the Algerian spread seems poised to maintain its sweet reign on French tables, with no signs of slowing down.

Translated from: 

Pâte à tartiner El Mordjene : un succès algérien qui envahit la France

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