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

This image was removed due to legal reasons.

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:


So #DontWorryBePoppin, we guess.

Danielle Wiener-Bronner is a news reporter.