Sales doubled with these new products as well as efforts to promote the use of cranberry juice in mixed drinks, all leading to his nickname of "Cranapple Ed". Gelsthorpe was hired by Hunt-Wesson in 1968 as its CEO and president. He oversaw the expansion of the company's narrow product variety with the introduction of single serving Snack Pack shelf-stable puddings, Manwich sloppy joe sauce, and Skillet Dinners. To accelerate the expansion of the firm's product line, Gelsthorpe often pushed for products to begin distribution before all market research had been completed. He was hired by Gillette in September 1972 as its president and vice-chairman of marketing. There, his fast-paced approach and outsider status did not fit with the corporate culture that was present. He left after 18 months at the helm, replaced by Colman Mockler, a 17-year veteran of the firm who came to the post with a financial background. This was followed by a position as executive vice president and chief operating officer at United Brands, which also proved to be a brief stint, with Gelsthorpe leaving in September 1975 after being passed over for promotion to president four months earlier. He had some more success at H.P. Hood Inc., developing Frogurt, the first frozen yogurt marketed nationally in the U.S., and helped the regional company develop a national profile. A resident of East Dennis, Massachusetts, Gelsthorpe died at age 88 at his home there on September 12, 2009. He was survived by his wife, the former Mary Ann MacLaughlin, whom he had met in high school and married in 1943, as well as by a daughter, three sons, and four grandchildren.