Abstract: A container insert, and an apparatus and a method of producing the container insert. The container insert is formed as a deformable pouch adapted to be received in an interior of an associated container. The pouch has a closed lower end, an open upper end, and spaced apart sealed edges. The lower end of the pouch includes two leg portions. The pouch is manipulatable to generally conform to the interior of the contained and form a hollow interior space therein for receiving an object and providing a lining for the interior of the container. The apparatus and the method for producing the insert provides for a substantially automatic and continuous production of the insert from a roll of material.