In 1928, Walter E. Diemer, an accountant for the Philadelphia based Fleer chewing gum company, was experimenting with a number of new gum recipes. Of the new recipes one was found to be both stretchier and less sticky then other recipes. when Diemer mixed the ingredients he used pink dye as it was the only dye he had close to hand. The bubblegum became very popular and so the pink colouring stuck.