El Mordjane: The Hazelnut Spread That Stirred a Storm Across Europe
For decades, Nutella reigned supreme on breakfast tables and supermarket shelves alike, its status as the gold standard of chocolate-hazelnut spreads rarely challenged. Alternatives existed, quietly nestled in the corners of European supermarkets, often content with regional acclaim. But in the summer of 2024, an unlikely contender from North Africa—El Mordjane—suddenly found itself in the centre of a culinary and political whirlwind.
Unlike the many quiet copycats that came before it, El Mordjane did not arrive with corporate backing or flashy advertising. It emerged organically, stirred by diaspora loyalty, amplified through TikTok feeds, and sustained by taste. The spread itself, produced in Algeria, offered a surprisingly balanced blend—less sugary, richer in hazelnuts, and crucially, palm-oil free. Consumers were quick to praise it as the more ‘grown-up’ version of Nutella, with a texture and depth that hinted at traditional craftsmanship rather than industrial scale.
But what truly set El Mordjane apart was not only the taste, but the sensation. From small grocers in Marseille to convenience stores in Brussels, demand soared. Jars were flying off shelves, prices tripled in some spots, and queues formed—not just for the spread, but for what it represented. To many, it was more than food: it was a whisper of identity, pride, and resistance.
And then came the wall.
By September 2024, the EU placed sudden restrictions on the product, citing compliance concerns around dairy sourcing. Yet, the timing was suspect. The ban came at the peak of El Mordjane’s popularity in France, just as the product was being stocked by mainstream retailers. For consumers and commentators alike, the message was clear: something deeper was at play.
Critics cried foul, arguing the decision had less to do with food safety and more to do with protecting established giants from a new disruptor. Was this a case of bureaucratic caution, or a veiled form of trade protectionism? The debate raged on talk shows and news panels, feeding further curiosity about the forbidden jar.
Meanwhile, Algerian producers stood firm. “We’re not trying to compete,” said one spokesperson. “We’re simply offering something that reflects our quality and culture.” And that might be exactly why El Mordjane struck a chord—it didn’t try to be the next Nutella. It existed on its own terms, and in doing so, exposed the fragility of long-standing monopolies.
Today, El Mordjane is not merely a chocolate spread. It’s a cultural emblem, a lightning rod, and a lesson in how quickly consumer trends can disrupt the status quo when guided by authenticity, community, and a touch of sweetness.
So yes, hazelnut spreads have existed for decades. But none have told a story quite like this one.