An Algerian spread from the CEBON brand, still unknown to the general public before this summer, is selling at a high price in a few shops in France. RMC Conso took an interest in the composition of this highly sought-after commodity.
A spread that is all the rage. While Ferrero decided to invest in the vegan market last week with its plant-based Nutella, a new spread reference is making headlines. This time, it is a product with roasted hazelnut cream from the Algerian brand CEBON.
Available on the market in France for several years, it is only since this summer that the popularity of this spread has exploded. In the rare stores that sell it, it displays a price of 8.50 euros for the 700 gram jar in a store in Val-d’Oise, as noted by Le Parisien.
But what does this spread contain and how does it compare to its equivalents?
A flavor “close to Kinder Bueno”
“More expensive than Nutella, but it’s better.” This is apparently the most popular opinion among consumers of this spread, reports the local daily. But what explains this sudden popularity?
First, several food influencers have been praising its merits all summer. While some have documented their search for the cream-colored pot, others have tested it, right with a spoon. But all are unanimous: El Mordjene has nothing to envy Nutella and tastes like the cream of the famous Kinder Bueno.
However, the average price of the Algerian product is much higher than its Italian competitor. Expect to pay around 12 euros per kilo for the former, compared to 6 to 8 euros for the latter.
And it is not easy to get hold of them. Some specialist shops are robbed as soon as this one is put on the shelves. As reported by Le Parisien, the clearance store Val Destock in Argenteuil is forced to ration the sale of pots to two per person.
Contacted by RMC Conso, CEBON has not yet responded to our questions to explain the success of its production, nor to indicate whether larger shipments are planned for France. On its website, the company founded in 1997, which presents itself as a family business based in Oran, indicates that the current spread was only offered on the market in 2021.
The Battle of the Spreads
It was also the year of its launch that the OpenFoodFacts site recorded the first sheet of this famous spread, since updated in August 2024. Classified Nutri-Score E, the site notes a high presence of saturated fatty acids (6.67%), fats (26.7%) and sugars (53.3%). On the Nova classification side, which corresponds to ultra-processed foods, this spread is classified in category 4. But is its composition so different from those of competing products?
If we compare the composition of the spread to Nutella, the data are equal when comparing the data for 15g. And this, even if the taste is not similar. The Ferrero equivalent also displays a Nutri-Score E and a Nova 4 category. For 15g, Nutella displays 80kcal, 4.6g of fat or 0.9g of protein. For the Algerian product, these data increase to 79kcal, 4g of fat and 0g of protein.
But if you have to compare El Mordjene pasta with an equivalent in terms of taste, you should rather choose Nocciolata bianca, from the Italian brand Rigoni di Asiago. In terms of nutrition, the product has less saturated fatty acids (4.6%), sugars (41.8%), but more fat (33.1%). Its Nutri-Score is, however, ranked D.
Spread lovers will therefore have to be patient if they want to taste El Mordjene. The Oranaise company, a victim of its success, explained to Le Parisien that production has been increased.
