Established in 1994, Joekels is the third largest player
in the South African tea market. The Tata Group has acquired
a 33 per cent stake in the company through Tata Tea subsidiary,
the Tetley group.
Joekels has a five per cent market share, and manufactures
and sells a strong portfolio of brands spanning a range
of tea drinking segments. Its key brands are Phendula Tips,
Rooibos Laager, the Tea Time range, Tea4kidz with special
blends for children, and a recent ice tea launch, San Aqua.
The company will manufacture Tetley branded products at
its factory in Pinetown, KwaZulu-Natal. The products will
be sold in South Africa, Namibia, Botswana, Lesotho and