A back-loading display hook for the dispensing of products having limited shelf life, where the products are supplied in containers having enlarged tops and narrower necks. Spaced apart support rods, extend forwardly, spaced to accommodate the necks, while suspending the products by their tops. The inner ends of the product rods are spaced apart a greater distance, sufficient to receive the enlarged tops of the products and form a loading position. The products are loaded by moving the tops upward in the loading position, and then sliding them forward onto the narrower portions of the support rods. A stop element is associated with the load position, and is displaceable to allow upward loading of the products onto the support rods, while preventing rearward movement of products back into the load position. Optionally, the display hook may be disposed horizontally, or inclined to cause the products to advance forward by gravity.