Joekels

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Joekels Tea Packers (Pty) Ltd
Company type Subsidiary
IndustryFood & beverage
Founded1994
FounderJoe Swart and Jonathan Kelsey
Headquarters Pinetown, Kwa-Zulu Natal, South Africa
Area served
Southern Africa and beyond
ProductsTea and coffee
Parent Tata Consumer Products
Website www.joekels.co.za

Joekels Tea Packers (Pty) Ltd (Joekels) 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. [1] 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. [2] [3]

Contents

History

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. [4] [5] [6]

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. [7] [6]

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. [4]

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. [1] [8] [9]

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. [10] 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. [11] [12] [13] [14]

In 2008, Joekels bought Teeco and Southall's, and in 2012, commenced packing most Private Label Tea in South Africa. [9] [15]

In 2015, Joekels took out an insurance policy on Jonathan Kelsey's tongue and taste buds to ensure consistency in premium quality products. [5] [16]

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. [4] [17]

In 2017, Joekels launched Tetley Green Tea, which became the number one pure green tea brand on the market within six months. [4]

In July 2024, Tetley promoted its new Instant Chai Lattes, available in original and vanilla flavours. [18]

In May 2025, Tetley launched Tetley Decaffeinated Tea Blend to meet rising consumer demand for healthier lifestyle options and caffeine-free alternatives. [19]

Awards and nominations

YearAward/Nomination
1999Won the Sanlam/Business Partners (old SBDC) Entrepreneur of the Year Award [20]
2013Received the Globally Recognised Food Safety System Certification (FSSC) 22000 [20]
2015Nominated for the EY Entrepreneur of the Year
2015Won Shoprite Checkers Supplier of the Year Private Label [21] [4]
2019Won the Pick n Pay Supplier of the Year Private Label [21] [4]
2024Silver Award at the Aurora International Taste Challenge (Laager Rooibos Cranberry & Wild Cherry Flavoured Tea) [22]
2024Won Product of the Year in the Hot Beverages Category (Society Caramel Toffee Cappuccinos)
2024Won Double Gold (Tetley Masala Chai), and Gold (Tetley Lemon Tea) at the Aurora International Taste Challenge. [22]
2025Won Double Gold (Tetley Original Chai Latte), and Gold (Tetley Peach & Orange Green tea with Vitamin C) at the Aurora International Taste Challenge. [23]
2025Shoprite Group Supplier of the Year [24]

See also

References

  1. 1 2 Burgers, Louise (19 August 2020). "A story told in tea leaves: 75-years of SA teatime rooted in history". Retailing Africa. Retrieved 11 November 2025.
  2. ↑ Lechman, Ashley (27 February 2022). "How two KZN locals went up against the tea giants". IOL . Retrieved 10 November 2025.
  3. ↑ "Tetley snaps up one-third of Joekels". IOL. 4 March 1970. Retrieved 12 December 2025.
  4. 1 2 3 4 5 6 "The Joekels journey: 25 years in tea". Bizcommunity. Retrieved 11 November 2025.
  5. 1 2 Content, Print (6 May 2015). "Local tea taster insures tongue for R5 million [VIDEO]". Highway Mail. Retrieved 11 November 2025.
  6. 1 2 "DRINKStuff SA | How two KZN locals went up against the tea giants" . Retrieved 11 November 2025.
  7. ↑ Price, Ivor (2 May 2024). "From garage to giant: Joekels Tea Packers turns 30". Food For Mzansi. Retrieved 11 November 2025.
  8. ↑ "Joekels Tea Packers | KZN Future 50". ECR. Retrieved 11 November 2025.
  9. 1 2 "Joekels". The Home Of Great South African News. 14 March 2016. Retrieved 12 November 2025.
  10. ↑ "TCPL acquires 23 per cent additional stake in South Africa-based Joekels". The Financial Express. 30 December 2022. Retrieved 17 December 2025.
  11. ↑ "Tata Consumer Products Ltd acquires 23 per cent additional stake in South Africa-based Joekels". The Economic Times . 29 December 2022. ISSN   0013-0389 . Retrieved 11 November 2025.
  12. ↑ "Tata Consumer Products subsidiary increases stake in Joekels Tea Packers to 75% for Rs 43.65 crore - CNBC TV18". CNBC TV18. 29 December 2022. Retrieved 11 November 2025.
  13. ↑ "SA tea firm sells stake to Tata". News24 . 5 October 2006. Retrieved 11 November 2025.
  14. ↑ "TCPL acquires 23 pc additional stake in South Africa-based Joekels". The Times of India . 29 December 2022. ISSN   0971-8257 . Retrieved 12 December 2025.
  15. ↑ Vanessa (28 January 2020). "Joekels celebrates 25 years". ShowMe South Africa. Retrieved 13 November 2025.
  16. ↑ "The man with the R5m tongue". Business Day. 8 May 2015. Retrieved 11 November 2025.
  17. ↑ "South African rooibos tea gets global recognition - Brand South Africa". 10 June 2021. Retrieved 13 November 2025.
  18. ↑ elainenaidoo (11 July 2024). "Warm up this winter with Tetley's decadent new Chai Lattes". Rising Sun Newspapers. Retrieved 11 November 2025.
  19. ↑ "Tetley taps into health trend with new decaf tea for hospitality and retail". Bizcommunity. Retrieved 11 November 2025.
  20. 1 2 Content, Print (14 October 2014). "Tea company brews recipe for success". Highway Mail. Retrieved 13 November 2025.
  21. 1 2 "Joekels celebrates 25 years of being South Africa's leading brew masters". iloveza.com. 28 January 2020. Retrieved 13 November 2025.
  22. 1 2 "2024 Event - AURORA". 15 February 2024. Retrieved 10 November 2025.
  23. ↑ "2025 Event - AURORA". 15 August 2025. Retrieved 10 November 2025.
  24. ↑ "Celebrating excellence: Shoprite Group reveals standout suppliers in 2025". 1 December 2025. Retrieved 12 December 2025.
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