Abstract: A lighting system includes an illumination source arranged within a housing wherein the housing is positioned at a front end portion of a shelf of a product display unit. In a preferred form of the invention, thermal insulation is disposed between the housing and the shelf such that the shelf is thermally isolated from heat generated by the lighting unit. The lighting unit can be attached to or formed integral with the front portion of the shelf so as to act as an extension thereof or arranged beneath the shelf, preferably with an air gap or other type of thermal material barrier therebetween. In accordance with a preferred embodiment of the invention, the lighting unit takes the form of an elongated housing which is slidably mounted within a label receiving area of a shelf.