Rooibos tea hires Cirkle for UK drive

The South African company behind Rooibos is readying a UK PR campaign highlighting the tea's 'extensive' health benefits.

The £100,000 brief - awarded by Rooibos Limited to Cirkle Communications - will position the tea, also known as ‘African bush tea', as a caffeine-­free drink high in anti-oxidants. Health-conscious consumers will be targeted.

The campaign will also ­encourage UK tea firms to produce Rooibos ranges. Of the major hot drinks firms, only Twinings currently has a Rooibos range.

Rooibos tea is grown in South Africa's Western Cape.

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