Abstract: A merchandiser assembly is provided for storing and displaying products in a shelf-like manner. The merchandiser assembly greatly facilitates stock rotation, is self-facing, and automatically maiintains an organized and properly positioned stock of products. A product tray is slidably mounted with respect to a support member, and a product follower that is slidably mounted with respect to the product is limited in the extent of its forward movement in order to provide free space for the refilling of the merchandiser assembly with fresh products when the merchandiser assembly is in a fill mode.