Abstract: A method and apparatus for packaging articles such as pouches which do not have rigid structures. The method includes the steps of placing first and second sets of the articles onto spaced apart loading panels of a carton blank so that the article sets are spaced apart with an unloaded further panel of the blank disposed between the article sets, raising the spaced loading panels together with the respective sets of articles to transfer the sets of articles to the unloaded further panel so that the unloaded further panel becomes the loaded base of the carton and the loading panels become opposed side panels of the carton.