PURPOSE: To improve the merchandise value of a cream puff, an ice cream, etc., filled with a creamy food in the interior of a puff.

CONSTITUTION: This apparatus for filling is obtained by installing a conveyor 2 for carrying each puff and intermittently conveying the puff, horizontally arranging a filling nozzle 3 for filling a cream above the conveyor 2, a pushing member 4 for nipping the filling nozzle 3, moving the puff on the lifted conveyor 2 on one side and pushing the filling nozzle 3 into the puff, simultaneously installing a returning member 5 for urging the puff in the direction to isolate the puff from the filling nozzle 3 and setting the pushing force of the pushing member 4 greater than the returning force of the returning member 5. Thereby, the cream can be filled from the side of the puff without forming a filling hole in the upper part of the merchandise and exposing the filled cream to the upper part of the merchandise.