Moroccans Reject ‘Kiri’ Products Despite Official Attempts to Deny Allegations

In the fast-paced world of social media, a short video can ignite a widespread campaign, especially when it touches on sensitive issues like food safety. This occurred with a video posted by a French content creator on TikTok, comparing the ingredients of “Kiri” cheese spread in the Moroccan and French markets.

The video, which went viral among Moroccans, sparked a wave of anger and skepticism, prompting many to call for a boycott of the product and to even extend the campaign to other types of processed and spreadable cheeses.

In response, the National Office for Food Safety (ONSSA) affirmed the safety of these products, leading to further debate about the credibility of regulatory bodies and consumer awareness.

The Spark: TikTok Video Ignites Controversy

The issue began with a brief video, less than a minute long, shared by a French individual named Ansoleta (later deleted), who focuses on cross-border food product comparisons.

In the video, he presents two packages of “Kiri” cheese: one from Morocco priced at 15 Moroccan dirhams, and the other from France priced at 2 euros. He loudly reads the ingredient lists, highlighting a critical difference: the French version contains basic ingredients like dairy fat and salt, while the Moroccan version includes three additional food additives: tricalcium phosphate (E341), carrageenan (E407), and polyphosphate (E452).

He poses a direct question to the manufacturer, “Bel,” known for its “La Vache Qui Rit” cheeses, asking, “Why do you add these substances in Morocco and not in France?” He goes further, noting that these additives are also found in other spreadable cheese varieties in Moroccan markets, including local and imported brands.

He describes these additives as “carcinogenic” or “harmful,” based on general opinions circulating online, which alarmed viewers. The video spread rapidly, with thousands sharing it on TikTok, Instagram, and X (formerly Twitter). Within days, it led to hashtags like #BoycottKiri and #CarcinogenicAdditives, with many comments expressing anger, such as: “Why are we treated as second-class citizens?” and “We will throw all processed cheese in the trash and return to natural cheeses,” wrote one user. Influencers and Moroccan bloggers joined the campaign by posting pictures of themselves disposing of products in trash bins or advocating for traditional local cheeses like “sheep cheese” or “fresh cheese” from local markets.

Accusations: Are They “Poisons” or Just Necessary Additives?

At the heart of the campaign lies the accusation that the three additives (E341, E407, E452) are unhealthy, possibly causing cancer or other health issues. These substances, known by their European coding (E-numbers), are used globally in processed food production for purposes such as stabilization, flavor enhancement, or preventing clumping.

• Tricalcium Phosphate (E341): Used as a thickener and stabilizer in processed cheese and considered a source of calcium.
• Carrageenan (E407): Extracted from seaweed, it acts as a water and fat binder, giving cheese a smooth texture.
• Polyphosphate (E452): Aids in moisture retention and improves solubility, especially in cheaper products.

In the video, the French creator contrasts the “pure” product in France (targeting a more aware market that is willing to pay higher prices) with the “cheap” version in Morocco, stating that the additives are necessary to lower costs and extend shelf life.

This discrepancy, according to activists, reflects an “exploitation” of the Moroccan market, where the product is sold at lower prices for inferior quality. The controversy quickly spread to other cheeses like “Feta” or “Cheddar,” with calls for scrutiny of all imported or locally produced products under foreign licensing.

ONSSA Statement: Denial of Allegations and Confirmation of International Compliance

As the campaign escalated, the National Office for Food Safety (ONSSA) issued an official statement on Monday, October 20, 2025, responding to the “allegations regarding certain food additives in the spreadable and processed cheese.”

The statement confirmed that these additives (E341, E407, E452) are “licensed and monitored” in Morocco, and their use complies with the national food code, as well as laws applicable in the European Union, Canada, the United States, and Australia.

It noted that these products “are also marketed in EU countries,” and that producing entities undergo regular health inspections by ONSSA. The closing statement was definitive: “Cheese containing these additives… poses no risk to consumer health.”

Despite this, the controversy did not subside; many regard the statement as a “routine defense” without addressing the root cause of the market discrepancies. However, ONSSA sources confirmed that the additives are used in limited quantities according to “ADI” (acceptable daily intake) standards to avoid any potential risks.

Scientific Context: Are They Really “Unhealthy”?

To answer this, one must refer to scientific studies. According to the European Food Safety Authority (EFSA) and the U.S. Food and Drug Administration (FDA), these additives are considered safe when used within specified limits:

These assessments confirm that claims of “carcinogenicity” are exaggerated, often stemming from anti-synthetic additive campaigns. Nevertheless, experts prefer natural products to avoid long-term accumulation.

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