Some prefer jam, others swear by honey, but let’s be real—most people count Nutella as their ride-or-die spread. And the debate over which chocolate spread is best (or the healthiest) just got sweeter this summer as a new contender has made its way into the age-old conversation: El Mordjene.
The hazelnut spread that’s rumored to taste exactly like the inside of a Kinder Bueno, has recently become the pride of an entire nation, namely Algeria. Produced in the port city of Oran by local company Cebon, which specializes in “pastry products as well as traditional or modern culinary art,” the family-run business is riding an unprecedented wave of success. The reason? It’s gone viral on social media, racking up hundreds of thousands of views, comments, and shares each time anyone posts about it. Once an ethnic-store secret, what started as an under-the-radar treat has now become this season’s ultimate snack sensation, thanks to its rich flavor and, of course, TikTok influencers, who haven’t stopped raving about it over the past few weeks.
Since making its way to France, and beyond, this white spreadable gold is flying off shelves. To give you an idea, one shop owner recently shared with French daily newspaper Le Parisien, that he sold over 5,000 jars in just a few months, while others explained finding it difficult to re-stock given the product’s overwhelming demand. In fact, it is such a phenomenon that Cebon recently admitted having had to scale its production up to keep up with the sudden surge in purchases. And as the market’s laws want it, the scarcer the supply and the higher the interest, the more the price naturally climbs.
Costing locals around $2.77 to $3.88 in Algeria — depending on the size of the pot — prices in Europe, on the other hand, have shot through the roof, with some jars hitting the $10 benchmark or above. Despite the relatively high cost, El Mordjene remains hard to find, as stores often run low or have sold out quickly. That said, it has earned its stripes by challenging Nutella’s dominance, as taste tests and social media trends keep Algeria’s precious treasure under the spotlight.
Our verdict? It’s hard to say for sure since this spread’s scarcity means we haven’t had a chance to try it ourselves. From the buzz, though, El Mordjene seems to be holding itself on its own on the flavor side of things. Once a budget-friendly alternative, those days are sadly gone — hopefully only temporarily. If all goes well, the price will find its way back to where it was once the hype dies down, although it may not be as cheap as it once was. As for consistency, the nutritional breakdown is pretty much a match: around 80 kcal per 15g, 4 to 4.6 grams of fat, and 0 to 1 gram of protein. So, if you’re into calorie-counting, you’re basically looking at two sides of the same coin.
Where does that leave us? Likely with the ultimate deciding factor: Nutella is a product to boycott. Beyond the fact that it’s rare for a product from our region to capture global attention, the real reason to make the switch lies in Ferrero’s decision to base its headquarters in Holon, a part of the Occupied Palestinian Territories. By choosing El Morjdene, you’re not only supporting a local business making strides on the international stage, but you’re also taking a stand against controversial corporate practices. It wasn’t such a hard decision after all, was it?
