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Rooibos takes first steps into Middle East market

Charlie Lyon, February 20th, 2012

South African tea company Rooibos, which manufactures roiboos tea – a herbal tea native to the country – is trying to break into the Middle East with its product that is naturally caffeine free and renowned for its high levels of antioxidants and low tannin levels.

Arend Redelinghuys said: “We want to take Rooibos worldwide. It is already a phenomenon in South Africa, and more recently in the UK, but now we want to take it worldwide.

“I understand that this is a nation of tea drinkers but I think our tea will be popular here as I know Middle East tea drinkers like to take their tea with milk and rooibos is the only herbal tea that can be drunk with milk and sugar as well as black.

Redelinghuys revealed that the firm had been in discussions with Unilever and had listings in four supermarkets, including Geant and Carrefour.

"We are supplying to the industry and keen to take the product further but are looking for distributors," he explained.