Nutella Rival Roiled by France-Algeria Feud Says Business Booms
El Mordjene’s hazelnut spread became a viral sensation on social media. That fame has helped it shrug off a French export ban and find fresh markets.
El Mordjene products for sale in Algiers
Source: AFP/Getty ImagesThe Algerian company behind the country's most popular food product more than doubled its headcount over the past year and expanded output. Now it has to overcome barriers preventing exports to key market France — which is embroiled in a political dispute with Algiers.
El Mordjene — a sweet hazelnut spread — is produced by Cebon, a privately held food company based in Tipaza, near the capital, Algiers. Its popularity spiked in 2024 when social influencers from the diaspora returned to France from summer vacations singing its praises, posting reviews on TikTok and carrying out live-streamed tastings. “It’s better than Nutella!” some declared.