Bubble Wrap is losing its pop because the new version will no longer burst when you squeeze it.

The makers of the packaging have said they need to shrink Bubble Wrap so that they can attract new business.

The new version is laid out in columns of connected air pockets, so when you push on it the air just gets pushed into neighbouring bubbles.

In the past each bubble was separate so that you could squeeze each one and make it burst with a satisfying popping noise.

Bubble Wrap is adored by many for the satisfying popping noise it makes when the bubbles are squeezed

The news was met with horror by fans of Bubble Wrap, which is so adored that it has its own appreciation day and a Facebook group called ‘Popping Bubble Wrap’ has more than half a million members.

On Twitter Matthew Cowley wrote: ‘Oh no! How do I keep my kids happy?’

Cynthe Crawford wrote: ‘No way!! Don’t they know, that every adult, turns into a child, just at the sight of bubble wrap???’

Sealed Air Corp, which developed Bubble Wrap in the 1950s, said the new version will be called iBubble, and the lack of pop won’t be the only change.

iBubble will use up around one 50th of the space as the old stuff - because it will be shipped flat.

Consumers and retailers like Amazon will have to use a pump to inflate it to the amount they desire.

Traditionally Bubble Wrap has shipped in massive pre-inflated rolls which take up a lot of space.

Bubble Wrap was originally created in 1957 by the co-founders of Sealed Air who were looking for a new kind of wallpaper by putting shower curtains together.

Alfred Fielding and his partner, a Swiss inventor called Marc Chavannes were tinkering around in his garage in Hawthorne, New Jersey, when they realised that their invention could be used for packaging.