Abstract: In the production of a pressure sensitive adhesive tape comprising the steps of compounding and applying a hot melt adhesive composition to a tape backing, and allowing the hot melt adhesive to cool and thereby solidify to a pressure sensitive adhesive coating on said tape, the improvement which comprises incorporating into the hot melt adhesive composition a blowing agent which does not decompose under the conditions of compounding and application of the hot melt adhesive composition, and thereafter decomposing the blowing agent, thereby to impart to the hot melt coating a cellular structure.