New Bubble Wrap bubbles won't pop when you pop them

The Wall Street Journal reported this week that Sealed Air, the original creator of the Bubble Wrap, is rolling out a new, pop-less product called iBubble Wrap. The news has prompted panic in the Bubble-Wrap-loving community.

The company said that poppable Bubble Wrap takes up too much space, which makes it less cost-effective than a flatter product. From the Journal:

Charlotte N.C.-based Sealed Air is betting iBubble Wrap will appeal to space-conscious online retailers who are driving swift growth in the global packaging business, even as fans are disappointed by the lack of pop. Traditional Bubble Wrap ships in giant, pre-inflated rolls, taking up precious room in delivery trucks and on customers’ warehouse floors. One roll of the new iBubble Wrap uses roughly one-fiftieth as much space before it’s inflated.

But, per the company’s Twitter account, new Bubble Wrap doesn’t mean the death of original Bubble Wrap: