You see Dubble Bubble everywhere, from convenience stores to Major League Baseball dugouts. It is famous in American lore for two reasons. First, it was the first ever bubble gum. Many varieties came after it, but it was Walter Diemer who found a recipe that worked while testing various gum mixtures. The second reason came shortly thereafter. When seeking to dye the gum, Diemer had only pink available. Henceforth, it became the unofficial but universally used color for bubble gum. Diemer produced Dubble Bubble for Fleer Chewing Gum Company, which helped market the gum with color comic strips starting in the 30s. Oddly enough, becuase of contractual issues Fleer could not include Dubble Bubble with its line of baseball cards. In 1998 Fleer sold Dubble Bubble to Concord Confections. Tootsie Roll Company bought Concord in 2004 and continues production of Dubble Bubble.