Abstract: A product display and storage shelf detachably connected to a shelf supporting structure is disclosed wherein the product supporting display section is spaced from and projects away from the shelf supporting structure to define distal and proximal display section sides for supporting products between the sides, a product supporting storage section which is disposed between the display section and the shelf support and fulcrum structure between the storage section and the display section for enabling packaged products to be moved into engagement with the fulcrum structure, tipped and slid onto the display section from the storage section.The product containing packages are provided with a detachable side panel, product indentifying indicia on a package end panel and product identifying indicia adjacent the end panel on the opposite side of the package from the detachable side panel.