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

Have the rumours surrounding the Algerian distribution of El Mordjene Cebon put an end to 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 massacre”, “very, very good” : On TikTok, influencers are praising El Mordjene Cebon spread, which is reaching prices well above those on the market, at more than 10 euros per jar.

Pictures of pallets full of this creamy product are circulating on the internet, indicating which small shop sells the famous paste. The phenomenon is going viral, but it is not to the liking of the EU, which has just banned the sale of jars the colour of peanut butter.

The Mordjene Cebon does not have the right to citizenship in European territory, «Algeria does not meet all the conditions necessary to allow a third country to export to the European Union products containing dairy products intended for human consumption while respecting European requirements regarding animal health and food safety»explained the French Ministry of Agriculture to Agence France-Presse (AFP).

“It was hard for me to get it”

An investigation has been opened “in order to determine the evasion mechanisms that have thus far allowed the marketing of this merchandise”the ministry added. “Two shipments [de pâte à tartiner El Mordjene Cebon] They are currently stuck at French border checkpoints.according to the same source.

A decision that does not please French consumers. “It was hard to get it, but I honestly hope it will be returned to France and Europe”specifies influencer Benoît Chevalier, who has more than 11 million subscribers on TikTok.

So far, only the French retail giant Carrefour has expressed its intention to put it up for sale. It told AFP on Monday “I hope to be able to market it as soon as possible. (…) in accordance with European regulations on the import of food products ».

In France, the leader in the sector is by far Nutella, produced by the Italian company Ferrero, which accounts for more than three-quarters of the spreadable chocolate market in supermarkets, according to data from the Federation of Commerce and Distribution (FCD).

Proud of international success

It is also the hegemony of Nutella on the European market that prompted the European Union’s decision, says the president of the Algerian Association for Consumer Protection (Apoce), Mustapha Zebdi, who told the Algerian media. TSA that “The product arrived and traveled, and when it became a danger to their beloved product, they did all the tests and came out with all the standards”. “We will make a firm decision”he promised, without giving further details.

In Algeria, the country of origin of this variety, residents say they are proud of the international success of the product. “I travelled almost 20 kilometres thanks to this mass of El Mordjene. She became very famous”Hassen Mekid, 49, who rents a house, told AFP “the product of our country”.

The Algerians “run” In the broadcast, testifies Rabie Zekraoui, a 23-year-old merchant whose shop is located in the capital, Algiers. “We only have one box left”He stresses, stating that it is necessary “support Algerian products”.

Is the Cebon brand behind this commotion? “We enjoy all this, but the reality of the story is that we have nothing to do with it” This is the enthusiasm of Amine Ouzlifi, spokesperson for the Cebon brand, which is based in Tipaza, 70 kilometres west of Algiers.