When bubble wrap was invented more than 50 years ago, it filled a niche the world had long been missing.

While cushiony packaging material was nothing new, 1960 marked the first time the rich and poor alike were able to meticulous squeeze the life out of an endless array of tiny little pockets of air, puncturing each pod with a satisfying pop until nothing but a limp sheet of plastic remained.

It’s an experience shared and enjoyed by everyone alive today, and it’s no wonder the announcement of a new, un-poppable version of bubble wrap elicited such a strong emotional response across the Internet.

 

 

The Wall Street Journal reported Wednesday that Sealed Air Corporation, the company who sells the beloved product, would be rolling out a material called iBubble. This new product, they said, would not pop.

What followed was easily the busiest day of the bubble wrap social media ambassador’s life. Over a seven-hour stretch on Thursday, the @BubbleWrapSEE account tweeted more than 150 times, attempting to reassure Twitter that its original, poppy product was still going to exist alongside its newer, more efficient iBubble.

 

 

Though the new product has rows of interconnected bubbles that won’t burst individually, it can be packed into trucks uninflated, making it much easier to ship.

And if what Sealed Air says is true, this new and “improved” product won’t silence the snap, crackle and pop of bubble wrap.