Maria Coder
July 02, 2015 09:00 AM

Sorry to burst your bubble, but you can t pop this.

Sealed Air, the original seller of Bubble Wrap since 1960, has a new version of its protective wrapping that’s un-poppable, according to the Wall Street Journal .

And in a true sign of the times, it now has an “i” in front of it.

iBubble Wrap is sold airless and in flat plastic sheets – making it easier to store and ship. To use it, you’ll need to fill it with air using a special pump.

iBubble Wrap is also silent. It’s laid out in columns with air pockets that connect, so when pressure is applied to one bubble the air gets squished into neighboring bubbles, which means there’s no more popping noise.

While many may be disappointed, the change is welcome news among space-conscious online retailers that drive the global packaging business. Traditional Bubble Wrap ships in giant rolls that are pre-inflated and take up a lot of room in trucks and stores.

iBubble Wrap will use one-fiftieth of the space before it’s inflated. Unbeknownst to most consumers, protective packaging is big business: $20 billion worldwide in 2013, according to the most recent data available to the research firm Freedonia Group.

As a pre-emptive measure, the Charlotte N.C.-based company plans to continue to offer both varieties of Bubble Wrap. So now you can choose – to pop or not to pop.

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