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A subsidiary of Tata Consumer Products, packing 95% of South Africa’s Private Label teas, Joekels also includes Tetley and the leading kids’ tea brand Tea4Kidz, as a healthy alternative to sugary drinks.
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Joekels made a humble start in 1994 with Joe Swart and Jonathan Kelsey coming together to establish a tea company from Joe's garage. They started with one brand - Phendula Tips, followed by Tea Time. Over 25 years and five factories later, Joekels offers seven renowned brands, has won a host of awards and Laager Rooibos is now the second largest Rooibos (red tea / redbush tea) brand in the world.

Under Joekels, Tetley also has made inroads in South Africa, with Tetley Green tea becoming the leading Green tea in the local market just six months into launch in 2017. Joekels also owns the leading Kids tea brand on the market, Tea4Kidz.