Consumers Love It, Legislators Block It: How an Algerian Chocolate Spread Became a Victim of Its Own Success
Everyone loves it, except the people in charge. El Mordjene, the delicious Algerian chocolate spread, became an instant hit in France, thanks to social media buzz. But just as it was becoming a household name, European lawmakers decided to ban it, leaving fans frustrated and disappointed. This story isn’t just about chocolate—it’s about how a beloved product can get caught in a tangle of regulations and big-brand politics. From TikTok fame to unexpected barriers, this is a journey that shows how something as simple as a jar of chocolate spread can stir up bigger debates about trade, regulations, and fairness. Let's dive into how El Mordjene went from being everyone’s favorite treat to a symbol of something much bigger.
A Sweet Dream Cut Short
The Algerian hazelnut spread, El Mordjene, seemed to be on the verge of a fairytale success story in Europe. But recent developments brought that sweet journey to an abrupt halt. The French Ministry of Agriculture announced a ban on the product across the European Union, citing regulatory issues. The main obstacle was the use of powdered milk in the spread, with Algeria not being authorized to export dairy products to the EU. This regulatory tangle led to El Mordjene jars being blocked at French ports, including Marseille, leaving many fans disappointed. The ban has been particularly disheartening for the small Algerian company behind the spread, which had been experiencing unprecedented demand and seeing its product embraced by European consumers. It serves as a stark reminder of the challenges faced by smaller businesses when attempting to enter highly regulated foreign markets. Moreover, the abruptness of the ban, coming at a time when the spread was just starting to capture a loyal following, has led many to question whether this was purely a regulatory issue or if there were other influences at play.
What Is El Mordjene?
El Mordjene is not just any chocolate spread; it's an Algerian delight crafted by a family-run company called CEBON. The spread is known for its creamy texture and a taste that resembles the much-loved Kinder Bueno filling. CEBON, established in the late 1990s, initially produced various food products for pastry lovers. But it wasn't until El Mordjene took social media by storm that the brand started getting noticed beyond Algeria. CEBON suddenly found itself in the limelight, with the world demanding a taste of this hazelnut-filled heaven. The company, which had been focused on local markets, was soon receiving orders from far beyond its initial reach, including from France, Belgium, and even Canada. The spread's appeal lies in its rich, nutty flavor combined with a smooth consistency that evokes a sense of indulgence without being overly sweet. For CEBON, this newfound popularity was both a blessing and a challenge, as they had to ramp up production to meet the skyrocketing demand, which strained their existing resources. The story of El Mordjene also speaks to the broader cultural pride in Algeria, where the product became a symbol of local ingenuity and quality, admired not just domestically but internationally.
The Social Media Craze
What catapulted El Mordjene to its recent fame was not traditional advertising or strategic marketing. Rather, it was the power of social media influencers that worked wonders. Platforms like TikTok and Instagram became flooded with influencers trying out the spread and raving about its "incredible texture" and "superior taste to Nutella." Videos went viral, showcasing taste tests, and consumers rushing to get their hands on the product. One notable influencer, Benoit Chevalier, who has over 12 million TikTok followers, lamented the product's sudden disappearance from French shelves, and his post quickly gained traction, reflecting the mood of many French fans. This kind of organic marketing created an unstoppable wave of interest, turning El Mordjene into a cultural phenomenon almost overnight. Influencers played a significant role in elevating the spread from a local treat to a product that everyone in France seemed to be talking about. The word-of-mouth buzz, amplified through viral videos, memes, and taste challenges, made the spread a must-have item, with some consumers even willing to travel long distances just to get a jar. The social media craze highlighted the immense power influencers wield in shaping consumer preferences today, especially among younger audiences who are increasingly turning to platforms like TikTok for recommendations on everything from food to fashion.
Skyrocketing Prices Amid Consumer Love
With the frenzy growing, El Mordjene's value soared, and scarcity made it even more desirable. Small shops in Marseille were reportedly selling jars for as much as €30 each. Even in Algeria, prices surged as the spread became a source of national pride. Social media was buzzing with consumers bragging about their stockpiles of El Mordjene, showing off what had become a rare luxury item. The enthusiasm also gave rise to humorous memes, with many consumers joking about France's 'seum' – slang for being bitter – over the product's popularity. The scarcity drove up the allure of El Mordjene, turning it into a coveted item akin to a collector's piece. The high prices in some French shops reflected not only the spread's popularity but also the desperation of consumers who were willing to pay a premium to get a taste of it before it disappeared. In Algeria, the price surge also represented the pride Algerians felt in seeing one of their own products being so highly valued abroad. The situation became a cultural phenomenon, with people joking about the lengths they would go to secure a jar and even comparing it to black-market trading. For many, having El Mordjene was more than just about enjoying a sweet treat; it was about participating in a movement, being part of a community that cherished this unexpected success story, and defying the bureaucratic hurdles that threatened to take it away.
A Market Dominated by Nutella
The chocolate spread market has long been dominated by Nutella, the iconic brand from Ferrero, which holds a lion's share of around 75% in Europe. The sudden popularity of El Mordjene, with influencers labeling it as "better than Nutella," raised questions about whether the ban was influenced by competitors. Algerian consumer rights activists suggested that Ferrero may have had a hand in pushing for the ban, fearing a challenge to Nutella's market dominance. Ferrero, however, publicly denied these allegations. Nevertheless, the incident has cast a spotlight on the influence of large brands over the market. Nutella's stronghold on the market is not just about brand loyalty; it's also about the sheer scale of distribution and marketing power that Ferrero wields. For a small family-run Algerian company to come in and challenge that dominance, even in a niche market, was seen as a threat. The comparison between El Mordjene and Nutella sparked an important conversation about competition and fairness in the market. Many wondered if the EU's regulatory framework was being used selectively to protect established brands from emerging competitors. Ferrero’s denial did little to quell suspicions, as the timing of the ban seemed too coincidental for some. The whole episode raised broader concerns about how smaller players can realistically compete in a market where established giants have deep-rooted influence over regulations and market access.
The EU's Regulatory Labyrinth
The European Union has some of the strictest food safety regulations in the world, often justified as protecting consumers. In the case of El Mordjene, the specific concern was about the product containing powdered milk and Algeria not meeting the EU’s stringent import criteria. But this isn't the first time EU regulations have come under scrutiny. Critics argue that these rules sometimes act as a shield for European industries against competition from outside the bloc. The El Mordjene case seems to be a textbook example where stringent regulatory measures have turned into an unintended barrier to market access. The intricacies of EU regulations make it extremely difficult for small businesses from non-EU countries to comply, especially when these regulations are geared towards maintaining strict control over the food supply chain. For CEBON, this meant navigating an overwhelming maze of paperwork, compliance standards, and safety certifications, all of which take significant resources to meet. The bureaucratic hurdles can be so cumbersome that many small producers simply give up. In this context, the ban on El Mordjene appears less about the product's quality and more about the logistical challenges of adhering to a complex regulatory framework. It brings up questions about fairness and equity, particularly when considering that larger corporations, with their vast legal and regulatory teams, are far better equipped to meet such standards compared to smaller businesses trying to break into new markets.
Protectionism at Play
There are plenty of precedents when it comes to the EU’s protective policies, and not all of them have ended successfully. From blocking fruit imports for years due to strict standards to banning certain agricultural products from African countries, EU regulations have often been viewed as tools of protectionism rather than genuine public safety concerns. Such measures have previously been criticized as attempts to keep foreign competitors out, and El Mordjene's case fits right into this debate. For many, it is not merely about food safety; it represents a broader struggle between large multinational brands and smaller foreign companies trying to make a mark in Europe. Protectionist policies, disguised under the banner of consumer safety, often end up hurting the very consumers they claim to protect by limiting their choices and keeping prices artificially high. The case of El Mordjene has resonated with many critics of EU trade policies who argue that these measures are disproportionately applied to countries outside the bloc, especially those from developing economies. The perception of unfairness becomes even more pronounced when consumers express a clear preference for the product, as was the case with El Mordjene, and yet the product is blocked on regulatory grounds that many feel are dubious. The whole situation has reinvigorated the debate on whether EU regulations are, in some instances, more about economic protectionism than genuine safety concerns, thus questioning the transparency and motivations behind these policies.
A Possible Solution?
Despite the setback, there is hope on the horizon. CEBON has stated that they are working with Algerian authorities to bring their products in compliance with EU dairy import requirements. This could eventually pave the way for El Mordjene to return to European shelves. Carrefour, a major French retailer, has already expressed interest in selling El Mordjene as soon as the product is cleared to meet EU regulations. With consumer demand still running high, there remains a chance for the spread to make a comeback. For now, fans will have to either wait or pay the steep prices in the black market – but the optimistic notes are ringing louder, hinting at a possible sweet reunion. The willingness of Carrefour to take on El Mordjene underscores the potential market for diverse chocolate spreads and the importance of consumer demand in driving retail decisions. For CEBON, this presents an opportunity not just to return to the market but to come back stronger, possibly with improved standards that could further enhance its reputation. The situation also provides a learning opportunity for Algerian authorities on how to navigate international trade regulations more effectively. There is a sense of optimism among the spread's fans and CEBON’s team that the setbacks are temporary and that this beloved product will eventually find its rightful place on European shelves. The ongoing talks, coupled with the clear support from consumers, provide a ray of hope that ultimately, taste and quality will triumph over bureaucratic obstacles.
