An apparatus is provided for storing and dispensing a product. The apparatus includes a rigid outer casing adapted to receive a cartridge that is partially covered with a support membrane and has a weakened area capable of rupturing when pressure is applied to the cartridge. The support membrane extends over the weakened area and bursts as the cartridge expands into an expansion chamber or the weakened area ruptures. The support membrane provides support to the front end of the cartridge and resistance during insertion of the cartridge so that the cartridge is ‘primed’ and ready to dispense its contents by a user when necessary.