Blibber-Blubber was the first bubble gum formulation, developed in 1906 by Frank Fleer . However, the gum was never marketed; its texture resembled Silly Putty . It was brittle and sticky and produced sticky wet bubbles that splattered when burst, instead of snapping back, as the formula had too low surface tension and elasticity.

In 1928, after a number of unsuccessful tests of different formulas, Walter Diemer , an accountant, an employee of the Frank H. Fleer Company, improved the Blibber-Blubber formulation by adding latex . The result was first commercially successful bubble gum, Dubble Bubble . Diemer colored his creation pink because it was the only food coloring he had at the time. Dubble Bubble's pink color set a tradition for nearly all bubble gums to follow.