There is no good in the world: new bubble wrap will be unpoppable.

There is no good in the world: new bubble wrap will be unpoppable.
Advertising

Even worse, the new bubble wrap will be named iBubble Wrap, a name that iHate.

There is no good in the world: new bubble wrap will be unpoppable.

The next time you see this mother and daughter reaching into a box, it will be with hollow-eyed disappointment. (via Thinkstock)

There are certain things you think will always be there for you: That dive bar in your hometown where your high school friends meet every Thanksgiving. That girl at the coffee shop who gives you free biscotti sometimes. And the bubble wrap that you pop in the supply closet when you're frustrated at work.

But no — bars close down, people get new jobs, and bubble wrap... well, bubble wrap will no longer be yours to pop. The company that invented bubble wrap, Sealed Air Corp, has announced that it is replacing the classic packing material with a slick new version, iBubble Wrap. The stuff comes in flat plastic sheets that can be inflated by the sender during the packaging process instead of coming pre-inflated. The primary reason for the change is that it will make a huge difference in shipping costs for Sealed Air Corp, since the new stuff will take up about 1/50 of the space.

Quartz spoke with Ken Aurichio, Sealed Air Corp's communications director, who said that they're not discontinuing the classic bubble wrap. As Quartz puts it, "for regular consumers who still want rolls of the regular wrap to pop to our heart's content, you need not worry — the good stuff is still going to be produced." But one of the joys of bubble wrap is that you never know when a sheet of that good stuff will come into your life. One day, a package shows up, and you suddenly have bubble wrap to pop. The magic isn't quite the same if you're driving to Staples to buy yourself a roll.

Advertising

This is for you, bubble wrap:

Advertising