Abstract: A gravity feed tray is provided for use as a component of a display device for retail merchandise such as bottled soft drinks or water in a retail setting. The gravity feed tray includes a first and second support structure that are forwardly and downwardly inclined when coupled to a retail display bar. The first and second support structures having inwardly extending flanges that project into a merchandise channel formed by the first and second support structures. The inwardly extending flanges provide a surface to display retail merchandise. The support surfaces being disposed downwardly and forwardly along a straight line so that rows of retail merchandise, such as bottles, may be stocked in the merchandise channel and supported by the inwardly extending flanges, whereby removal of the bottle at the front end of the merchandise channel causes a void that the remaining bottles fill by sliding via gravitational force.