Abstract: A tray for the display and dispensing of products in blister packages. Side guide elements, of wire or sheet material, are provided in forward portions thereof with retaining elements formed integrally and in one piece therewith. The retaining elements engage side margins of a forwardmost package well below the tops of the packages and preferably below the tops of the blisters thereof. A forwardmost package is gripped by its exposed and unobstructed upper portions and pulled forwardly to remove a package. Integral, one-piece construction of the side guide elements and the retaining elements provides for economical manufacture with superior performance. Optionally, space may be provided in front of the retaining portions to accommodate return of packages by a customer who has changed his or her mind. In one embodiment, a wire retaining portion of inverted U-shaped configuration is positioned with wire ends concealed and protected by the tray side.