Did somebody say ‘tea bomb?’ The latest in the ‘bomb’ craze by this Columbus man

When Columbus native Brandon Mitchell immersed himself in the fashion industry in New York City, his path to success would have little to do with clothing and lots to do with drinking a world wide beverage.

The plan had always been to live in the city for four or five years learning about fashion and marketing on the ground before returning to his hometown. Mitchell’s four years in New York were his “four years of college” he said, as he learned how major brands operated behind the scenes to put together campaigns and sell products.

“I’m also a southern boy,” he said. “I’m a family man. So, I wanted to learn (those skills) and bring it back home.”

Mitchell’s parents always taught him to think outside the box, so when he started a business called ĺmpetus specializing in tea bombs at the beginning of the COVID-19 pandemic, he viewed it as a welcome challenge.

The adversity of getting started at that time forced Mitchell to use the creative thinking his parents instilled in him as he rose to the challenge of entering a new industry selling a niche product. He soon found success regularly selling out of the sweet-tasting tea bombs at pop-up shops across the city

“It’s totally different than going to a casting director, turning in a picture and hoping they like you,” Mitchell said.

When his time in New York was complete, Mitchell found himself at a crossroads back in Columbus unsure of how he would continue ĺmpetus and what came next for him professionally.

Soon after moving back to his hometown, Mitchell got in contact with Natasha Johnson, owner of Eloquence Fashion Cafe, to start a partnership allowing ĺmpetus tea bombs to be sold in the boutique and internet cafe.

What are tea bombs?

There are over 5,000 results on Etsy when searching for tea bombs. The often homemade products come in many different shapes, colors and sizes.

Ultimately, tea bombs have the same concept as bath bombs, Mitchell said.

“They are a reimagination of how you consume tea,” he said.

Mitchell’s tea bombs are made with tapioca syrup, pure rock candy sugar and African rooibos tea. They come in two sizes, miniature and large. Customers can place a miniature bomb in a cup and pour eight ounces of boiled water on top of the bomb, then wait about five minutes for it to completely dissolve.

“It eliminates the need for tea bags or any additional sweeteners as well,” Mitchell said.

Getting the formula right via YouTube

He first heard about tea bombs a few years ago when people were branching away from making bath bombs to making edible bombs like hot cocoa and tea. Mitchell began experimenting with tea bombs by watching do-it-yourself style YouTube videos.

Mitchell’s experimental attitude motivated him to try to make tea bombs himself.

The first time he tried to make a tea bomb, it didn’t go well.

Tea bombs have to cook to a specific temperature, he said. If you cook them too long they will burn, and if you undercook them they will melt.

“Getting the formula right was fun, to say the least,” Mitchell said.

After figuring out the consistency he wanted, Mitchell then focused on the flavor and health benefits.

Initially, he wanted the tea to have a fruit flavor.

At first, Mitchell began trying to use isomalt as a sweetener, but the tea bombs’ consistency would become compromised. So, he experimented with other sweeteners and sugars that would give his bombs a shelf life, so they could be ordered online and shipped.

One recipe for tea bombs called for corn syrup, but Mitchell was adamantly against this option because it is unhealthy. Then he tried molasses, which gave the tea a rich, caramel-like flavor, but the bombs kept dissolving and losing their shelf life.

Mitchell attributes adding the tapioca syrup to God because he doesn’t know what inspired him to look up the corn syrup alternative. The healthier option had a rich taste similar to molasses, and held the bombs together well-enough to give them the shelf life Mitchell wanted.

The African rooibos tea he uses for all the blends has a number of health benefits, he said, which meant he was achieving his goal of creating a product that can help people. As a final touch, each tea bomb has edible gold decoration that gives the water a shimmer as it dissolves.

“I didn’t create the wheel,” he said. “I just elevated it.”

Church connections and a partnership

Johnson was not able to meet Mitchell before he left Columbus for New York City. But while he was away, she developed a good rapport with Sheila Mitchell, his mother, as the two women attended Friendship Missionary Baptist Church.

When Mitchell returned from New York, it was Sheila who connected the two business owners thinking they could help each other.

Johnson had never heard of tea bombs before Mitchell called her to pitch his product, she said, and expected the item to operate a little differently the first time she tested it.

“I thought it was going to be like a bath bomb,” Johnson said. “You know how a bath bomb explodes. Well, it doesn’t explode, it’s a little more subtle than that.”

Once the bomb melted and Johnson tasted the tea for the first time, she was impressed. The two reached an agreement that now allows Eloquence Fashion Cafe to be the only place to sell ĺmpetus tea bombs other than on Mitchell’s website.

The partnership works well because he and Johnson are dreamers, Mitchell said. The fact that Johnson was not only focused on generating revenue, he said, but being a positive influence in Columbus was inspiring.

This type of business practice meshes well with Mitchell’s own belief that people should be able to enjoy luxury items and have quality life experiences without needing a big budget or having to live in an expensive city like New York.

With this in mind, he prices his miniature tea bombs at $8, a three-pack for $10 and the large bombs meant to make three to four cups of tea are priced at $15.

Mitchell believes that by working with Johnson, he will not only grow his business, but learn under her tutelage.

“If you truly believe in what you’re doing, if you are living your life’s purpose, there’s nothing that you can’t do,” Mitchell said. “God will open doors that no man can close.”