Few things are as uniquely South African as rooibos tea - and few brands as iconic as Laager Rooibos, which in 2025 celebrates 80 years of warming the nation's hearts and homes. September, being both Heritage Month and Heart Awareness Month, is the perfect time to honour a brand that embodies South Africa's natural heritage and remains the only rooibos tea bag endorsed by the Heart & Stroke Foundation SA.
From Cederberg Roots to South African Favourite
For centuries, Rooibos has been harvested from the wild and used for its medicinal properties. It originates from the Cederberg region of the Western Cape, the only region in the world where Rooibos is grown. The last few decades have seen it firmly established as a health-enhancing product, used for everything from tea blends and recipe developments to treating skin conditions.
Laager Rooibos works with partners like esteemed dietitian Mbali Mapholi and the Heart & Stroke Foundation SA to empower the South African public with heart health education and simple tips and tools to improve heart health. Through initiatives like its Laager Rooibos Heart Health Challenge, the brand encourages South Africans to adopt heart-healthy habits, from swapping out sugar-laden drinks for Laager Rooibos to increased exercise, better sleep, and more nutritious meals.
South Africans Share Their Laager Rooibos Stories
To celebrate 80 years of heritage, heart, and quality, Laager Rooibos partners have shared what they believe gives this brand such longevity.
"I believe Laager Rooibos will keep leading in health, nutrition education, and sustainability."
A renowned dietitian passionate about healthy, affordable meals, Mbali's love for Laager Rooibos goes back to childhood Sunday mornings when her dad would make tea for the family, always served from a well-worn metal teapot or one of her mom's special ones for guests.
Since becoming a brand health partner in 2020, she has helped champion rooibos' benefits, creating impactful wellness initiatives and inspiring healthier lifestyles. She credits Laager's 80-year legacy to its consistency, quality, and authenticity: "Whether it's a child sharing their first sip with ugogo, or a health-conscious adult choosing a natural, caffeine-free option, Laager Rooibos is always familiar, comforting, and good for you."
Looking ahead, she sees Laager continuing to innovate with wellness blends, while supporting local farmers and communities, 'making sure the success of rooibos benefits all'.
"Laager Rooibos has always been more than just tea; it's a part of our culture."
Sports nutritionists, cookbook authors, and long-time Laager Rooibos fans, the twins grew up in Mamelodi, where Laager Rooibos was a symbol of hospitality and comfort, shared with visitors, family, and as part of after-school moments. Collaborating with the brand is, for them, a full-circle moment.
"This year is extra special for us because our grandmother, who introduced us to Laager Rooibos, also turned 80!" said Tebo. "Some of our earliest and fondest memories are of sitting with her in Mamelodi, sharing a pot of Laager Rooibos and listening to her stories. For us, Laager Rooibos will always be tied to love, family, and heritage. Having our gran and Laager Rooibos both celebrate 80 years together feels like a full-circle moment, two constants in our lives that have stood the test of time."
Commenting on why the brand will remain a staple in their home and for generations of South Africans, Tebo says: "Laager Rooibos has remained trusted because it never forgets its roots, yet continues to innovate in ways that speak to today's wellness-conscious consumer. Laager Rooibos feels familiar, comforting, and reliable. And in a fast-changing world, that kind of dependability matters."
Lebo added: "We see huge potential in continuing to drive education - helping more people understand the health benefits of rooibos through Laager Rooibos campaigns, partnerships, and storytelling rooted in heritage and community. Here's to more generations growing up with Laager Rooibos, creating memories, nurturing wellness and finding comfort in every cup!"
"Laager Rooibos has survived and thrived through so many generations and changes because of its consistency and authenticity, and because it feels like home."
Leading the marketing of the Laager Rooibos brand, Candice describes Laager Rooibos as 'that old friend who welcomes you like family', remaining relevant and trusted across generations. She believes that comfort and quality have sustained the brand for 80 years and will keep it part of South African homes for many more. Looking ahead, Laager will continue promoting heart health, family wellness, and connection.
"Our driving force with Laager Rooibos is to continue to empower South Africans to be the best versions of themselves - to take care of their heart health, to live full lives, to make conscious choices for their future and their families, and to surround themselves with love and community," she concluded.
Win with 80 Years of Laager Rooibos!
Laager Rooibos is celebrating 80 years of strength, tradition and heart - and we want to hear YOUR Laager story!
Share your #LaagerStory and you could win an incredible hamper worth R4 000, including:
❤️ A classic Le Creuset Kettle
❤️ An exclusive copy of our partner dietitian, Mbali Mapholi Inc. - Registered Dietitians's brand new book
❤️ A stunning Shwe Shwe Shoulder Bag
❤️ A Laager Rooibos hamper packed with your favourites!
Find out more about Laager Rooibos, including health tips and fantastic Rooibos-infused recipes, by visiting www.joekels.co.za or following @LaagerRooibosTea on Facebook and Instagram. Laager Rooibos can be purchased from all major supermarkets, as well as online at www.joekels.co.za.