A product holding, displaying and dispensing assembly includes a dispenser housing having a feed channel and a dispensing location together with a pre-packed, shipping cartridge holding a plurality of product units. The cartridge is inserted and held within the dispenser housing as the product units move within the cartridge to the dispensing location where a consumer can access and remove one or more product units. Unlike more conventional dispensers, the assembly of the present invention is configured so that the pre-packed cartridge is loaded into and remains within the housing as the product units are dispensed and advance forward within the dispenser. After insertion, the cartridge is locked in place by an arrangement of the feed track when one or more cans remain in the cartridge, but can be removed easily when the cartridge is empty. A forward facing surface also provides an additional advertising medium.