Established in 1994 by Joe Swart and Jonathan Kelsey, Joekels Tea Packers (Pty) Ltd are blenders and packers of some of South Africa's favourite household brands of quality tea. Joekels is the 3rd largest tea business in South Africa, and its flagship Laager Rooibos brand is one of the country's top-selling Rooibos brands. Over the years, Joekels has built a portfolio of high quality and value-for-money brands.


Joekels became a part of the Tata Consumer Products family in 2005, when Tata Consumer Products acquired a stake in Joekels. Tata Consumer Products now owns a majority share of the business.

The Joekels family has a tea for every individual and every mood. Here's a little on each of the Joekels brands:


The Laager Rooibos Family has something for everyone:

    • Laager Rooibos: Only the best traditions are passed down from generation to generation, like Laager Rooibos. The strong flavour of the Laager Rooibos brand has been enjoyed since 1945. Joekels acquired Laager Rooibos in 2003. Laager is now one of the top-selling brands of Rooibos tea in South Africa
    • Laager Herbals: With 4 flavours, namely Green Rooibos, Citrus & Ginger Flavoured Green Rooibos, and our 2 new flavours Cranberry & Wild Cherry Flavoured Rooibos and Mint Flavoured Chamomile & Rooibos, Laager Herbals delivers the health benefits of Rooibos with a refreshing and delicious variety of flavours
  • Laager Tea4kidz Rooibos: Joekels Tea Packers led the way in 2001 with the launch of the world's first tea for kids, under the Laager Tea4Kidz brand. Tea4Kidz was launched in response to the growing need for a healthier alternative to fizzy and sugary drinks for children. Tea4Kidz offers kids the best of both worlds – the health benefits of Rooibos, with a range of exciting and delicious flavours (and characters) to choose from:
    • Minki the Monkey's All-in-One Tea (a blend of Rooibos, Honeybush, and Black Tea)
    • Trumpy the Elephant's regular Rooibos
    • Henry the Hippo's Rooibos Honeybush Blend
    • Rory the Lion's Strawberry-flavoured Rooibos
    • Jabu the Giraffe's Vanilla Custard-flavoured Rooibos
    • Roxy the Rhino's Peach & Apricot Flavoured Rooibos

For more information on Tea4Kidz, visit www.more4momz.com

Phendula Tips:

  • Phendula Tips is the founding brand of the Joekels Tea Packers business. It is made from a carefully selected blend of quality teas from the heart of Africa.

Tea Time:

  • A Malawian blend of strong, full-bodied tea, with an excellent colour. Available in Black Tea and Rooibos.


  • This tea is rich in flavour, and is aromatic and refreshing


  • More than 100 years old, Southalls is a favourite Rooibos brand in the Western Cape and South Western Districts.

In 2012, Joekels was honoured with the globally-recognised Food Safety System Certification FSSC22000.

Follow us on: www.facebook.com/LaagerRooibos

Visit our website at: www.joekels.co.za

Our teas


Tetley in South Africa

Tetley was introduced to the South African market by Joekels Tea Packers in 2009. Packing in 10% more tea in each Tetley teabag translates to a happier and more refreshing customer experience. More tea means more taste!