Procter and Gamble Co. has done something that only a desperate company does to a product: releasing a plethora of new flavors, shapes, sizes, and a new marketing campaign. Procter and Gamble decided to do this to the brand Pringles, and speculation is going on now that the crisp manufacturer may be the next brand to be sold off by P&G.

It’s not just consumers speculating that the company may be sold off but professionals also. The company has also given some hints that they are ready to move on from the food business altogether:

“More and more, we’re hearing from Procter & Gamble that the food business doesn’t fit in with the rest of their portfolio,” said Ali Dibadj, an analyst with Sanford C. Bernstein.

So far, Procter and Gamble has sold off Folgers, Jif, Crisco, and Sunny Delight. This makes Pringles the only major brand left for the company.

When P&G sold Folgers in November, the $3 billion sale was one of the largest consumer products to ever be sold. It was also among many moves that P&G made to focus business on higher growth potential like beauty and grooming items. It has acquired Zirh, a men’s skin care line, and The Art of Shaving grooming line in the past few months.

A.G. Lafley, P&G chairman and CEO, stepped aside July 1, but before he did, the told analysts that this year the company would “continue to prune” some brands while looking for larger positions in some other businesses and industries.

Of course, there is the loyal fans of the chip to worry about. There are several benefits to the Pringle’s chips versus other potato chips, such as:

Pringles are sold in cans, so the bags won’t get crushed. There is a flavor of Pringles for everyone
Pringles travel well (see reason 1)

P&G’s business plan leaves some brands out in the cold too, not just food, but brands like Braun and Duracell, both billion dollar brands. So, it is unlikely that these brands may be sold off.