Joekels

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Joekels Tea Packers (Pty) Ltd
Company typeSubsidiary
IndustryFood & beverage
Founded1994
FounderJoe Swart and Jonathan Kelsey
HeadquartersPinetown, Kwa-Zulu Natal, South Africa
Area served
Southern Africa and beyond
ProductsTea and coffee
ParentTata Consumer Products
Websitewww.joekels.co.za

Joekels Tea Packers (Pty) Ltd (Joekels)[1] is a South African tea company. It was established in 1994 and now includes the second-largest Rooibos tea brand in the world, Laager Rooibos. [2] The company packs about 95% of all Private Label Tea products in South Africa. The team started with Phendula Tips, followed by Tea Time. They now include seven brands, including Tetley Green Tea and Laager Tea4Kidz.[3][4][5]

History

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Joekels Tea Packers was founded in 1994 by Joe Swart, an accountant and Jonathan Kelsey, a qualified tea taster. Kelsey, the company's tea blender, is the only South African tea taster with an insured tongue.[6][7][8]

With limited resources, the pair combined their skills and finances, working from Joe's mom's garage using a domestic cement mixer (nicknamed 'Old Faithful') to blend the tea.[9][8]

The company started with five staff members and one brand, Phendula Tips, tea meaning 'to turn around' in Zulu, mirroring the nation's transformation. This launched in 1994. Within three years, they had moved into a bigger space, launched the brand Tea Time, and won the Sanlam Entrepreneur of the Year award.[6]

In 2003, Joekels bought Laager Rooibos, the second-oldest Rooibos brand in the world. Joekels founded the first-ever children's tea in South Africa in 2001 with its Laager Tea4Kidz brand (originally Phendula Tea4Kidz). They went on to launch two variants with added Vitamin C - also a first for the segment.[2][10][11]

In 2006, FMCG firm Tata Consumer Products Ltd (TCPL) acquired 33 per cent of shares in Joekels Tea Packers and later purchased a majority share. Tata Consumer Products Overseas Holdings Ltd (TCP Overseas) - a step-down wholly-owned subsidiary of the company through Tata Consumer Products UK Group - purchased the share capital from its Joint-Venture partners.[12][13][14][15]

In 2008, Joekels bought Teeco and Southall's, and in 2012, commenced packing most Private Label Tea in South Africa.[11][16]

In 2015, Joekels took out an insurance policy on Jonathan Kelsey's tongue and taste buds to ensure consistency in premium quality products.[7][17]

Rooibos is only grown in one region worldwide - the Cederberg in the Western Cape. In 2016, a drought in the region created a Rooibos shortage that led to a significant price increase in the Rooibos segment.[6][18]

In 2017, Joekels launched Tetley Green Tea, which became the number one pure green tea brand on the market within six months.[6]

In July 2024, Tetley promoted its new Instant Chai Lattes, available in original and vanilla flavours.[19]

In May 2025, Tetley launched Tetley Decaffeinated Tea Blend to meet rising consumer demand for healthier lifestyle options and caffeine-free alternatives.[20]

Operations

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From five members in 1994, the staff complement has since expanded to more than 200, and the space that Joekels occupies has grown from 264m² to 13,837m². The company has a number of its own brands, in addition to supplying 95% of Private Label Brands in the market.[8][21]

Teas are sourced from a variety of estates around the world, with the taste varying based on weather conditions and other factors. Tea taster, Jonathan Kelsey, is responsible for ensuring the consistency in taste and quality of all of the tea blends.[6][9]

Laager has roughly a 20 per cent share of the Rooibos market, and is known for its strong flavour.[2]

Brands

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  1. Phendula Tips Tea - 1994[9]
  2. Tea Time - 1997[9]
  3. Laager Rooibos[2]
    • Laager Pure Rooibos
    • Lager Rooibos Herbals
    • Laager Tea4Kidz
  4. Tetley (Acquired through the shares bought by Tata Consumer Products Ltd) - 2006[14]
    • Tetley Premium Blend
    • Tetley Premium Blend Lemon Tea
    • Tetley Premium Blend Earl Grey
    • Tetley Chai's and Chai Lattes
    • Tetley Decaffeinated Tea Blend
    • Tetley Pure Chamomile
    • Tetley Green Teas
  5. Teeco - 2008[6]
  6. Southall's - 2008[6]
  7. Society cappuccinos[22]

Awards and nominations

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Year Award/Nomination
1999 Won the Sanlam/Business Partners (old SBDC) Entrepreneur of the Year Award[23]
2013 Received the Globally Recognised Food Safety System Certification (FSSC) 22000 [23]
2015 Nominated for the EY Entrepreneur of the Year[21]
2015 Won Shoprite Checkers Supplier of the Year Private Label[24][6]
2019 Won the Pick n Pay Supplier of the Year Private Label[24][6]
2024 Silver Award at the Aurora International Taste Challenge (Laager Rooibos Cranberry & Wild Cherry Flavoured Tea)[25]
2024 Won Product of the Year in the Hot Beverages Category (Society Caramel Toffee Cappuccinos)[22]
2024 Won Double Gold (Tetley Masala Chai), and Gold (Tetley Lemon Tea) at the Aurora International Taste Challenge.[25]
2025 Won Double Gold (Tetley Original Chai Latte), and Gold (Tetley Peach & Orange Green tea with Vitamin C) at the Aurora International Taste Challenge.[26]

See also

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References

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  1. ^ "Joekels Tea Packers Pty Ltd - Company Profile and News". Bloomberg.com. Retrieved 2025-11-11.
  2. ^ a b c d Burgers, Louise (2020-08-19). "A story told in tea leaves: 75-years of SA teatime rooted in history". Retailing Africa. Retrieved 2025-11-11.
  3. ^ Lechman, Ashley (2022-02-27). "How two KZN locals went up against the tea giants". IOL. Retrieved 2025-11-10.
  4. ^ "Joekels - 2025 Company Profile & Team - Tracxn". tracxn.com. 2025-06-22. Retrieved 2025-11-11.
  5. ^ "Joekels | Tata Consumer Products". www.tataconsumer.com. Retrieved 2025-11-11.
  6. ^ a b c d e f g h i "The Joekels journey: 25 years in tea". Bizcommunity. Retrieved 2025-11-11.
  7. ^ a b Content, Print (2015-05-06). "Local tea taster insures tongue for R5 million [VIDEO]". Highway Mail. Retrieved 2025-11-11.
  8. ^ a b c "DRINKStuff SA | How two KZN locals went up against the tea giants". Retrieved 2025-11-11.
  9. ^ a b c d Price, Ivor (2024-05-02). "From garage to giant: Joekels Tea Packers turns 30". Food For Mzansi. Retrieved 2025-11-11.
  10. ^ "Joekels Tea Packers | KZN Future 50". ECR. Retrieved 2025-11-11.
  11. ^ a b "Joekels". The Home Of Great South African News. 2016-03-14. Retrieved 2025-11-12.
  12. ^ "Tata Consumer Products Ltd acquires 23 per cent additional stake in South Africa-based Joekels". The Economic Times. 2022-12-29. ISSN 0013-0389. Retrieved 2025-11-11.
  13. ^ "Tata Consumer Products subsidiary increases stake in Joekels Tea Packers to 75% for Rs 43.65 crore - CNBC TV18". CNBCTV18. 2022-12-29. Retrieved 2025-11-11.
  14. ^ a b "SA tea firm sells stake to Tata". News24. Retrieved 2025-11-11.
  15. ^ Banthia, Jyoti (2022-12-29). "Tata Consumer UK arm acquires 23.3% stake in Joekels Tea Packers for ₹43.65 cr | Company Business News". mint. Retrieved 2025-11-13.
  16. ^ Vanessa (2020-01-28). "Joekels celebrates 25 years". ShowMe South Africa. Retrieved 2025-11-13.
  17. ^ "The man with the R5m tongue". Business Day. 2015-05-08. Retrieved 2025-11-11.
  18. ^ "South African rooibos tea gets global recognition - Brand South Africa". 2021-06-10. Retrieved 2025-11-13.
  19. ^ elainenaidoo (2024-07-11). "Warm up this winter with Tetley's decadent new Chai Lattes". Rising Sun Newspapers. Retrieved 2025-11-11.
  20. ^ "Tetley taps into health trend with new decaf tea for hospitality and retail". Bizcommunity. Retrieved 2025-11-11.
  21. ^ a b "Joekels Tea Packers founders nominated for the World Entrepreneur Awards". Media Update. 2014-09-10. Retrieved 2025-11-11.
  22. ^ a b elainenaidoo (2024-07-02). "South African coffee brand wins big in the Product of the Year Awards". Rising Sun Newspapers. Retrieved 2025-11-11.
  23. ^ a b Content, Print (2014-10-14). "Tea company brews recipe for success". Highway Mail. Retrieved 2025-11-13.
  24. ^ a b "Joekels celebrates 25 years of being South Africa's leading brew masters". iloveza.com. 2020-01-28. Retrieved 2025-11-13.
  25. ^ a b "2024 Event - AURORA". 2024-02-15. Retrieved 2025-11-10.
  26. ^ "2025 Event - AURORA". 2025-08-15. Retrieved 2025-11-10.
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