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Viral Algerian Hazelnut Spread Faces EU Ban: A Tale of Popularity and Food Safety
In a surprising turn of events, a chocolate hazelnut spread from Algeria that recently took social media by storm has been barred from European Union markets due to food safety concerns. The product, known as 'El Mordjene' and produced by the Algerian brand Cebon, had become a sensation, particularly in France, where it sold an impressive 5,000 jars in just three months.
The spread's popularity soared to such heights that prices in Marseille, a city with a significant Algerian population, reached up to €13 per jar, while elsewhere in France, it retailed for €8.50. This price point reflects the intense demand and scarcity of the product, which had captured the taste buds of many European consumers.
However, the sweet success story took a bitter turn when French border authorities in Marseille intercepted the two most recent shipments of 'El Mordjene'. On September 13, the European Union announced that suppliers within the bloc could no longer sell the product, citing health and safety requirements that were not met.
The French Agriculture Ministry elaborated on the issue, stating, "Algeria does not meet all the conditions necessary... to export goods containing dairy products intended for human consumption to the European Union." This development has prompted an investigation into how the product managed to enter the market initially, with authorities aiming to "determine the bypass mechanisms that have so far enabled this merchandise to be placed on the market."
The ban has sent ripples through the French retail sector. Major supermarket chains including Auchan, Aldi, Casino, and Lidl have announced they will cease marketing the spread. Interestingly, Carrefour has taken a different stance, indicating plans to stock the product "within two to four weeks," according to AFP reports. However, it remains unclear whether the producers and suppliers of 'El Mordjene' will be able to meet EU regulations and see their product return to European shelves.
The sudden prohibition of this viral sensation has sparked speculation among consumers. Some social media users have suggested that established spread producers, such as Nutella, might have played a role in the ban, fearing competition from the rapidly growing popularity of 'El Mordjene'. These claims, however, remain unsubstantiated.
This case highlights the complex interplay between viral food trends, international trade regulations, and food safety standards. It also underscores the challenges faced by products from non-EU countries in meeting the bloc's stringent food safety requirements.
As the story unfolds, consumers and industry watchers alike will be keen to see if 'El Mordjene' can navigate these regulatory hurdles and make a comeback in the European market. The incident serves as a reminder of the importance of food safety regulations in international trade, even for products that achieve unexpected viral success.