Abstract: An orientation and loading device for vials, and in particular syringe vials (A), which are disposed with their axis substantially vertical. The vials are fed by a feeder (1) to an endless conveyor (5) comprising a plurality of orientable cells (6), each of which removably receives a fed vial. In an assigned position (R) of the conveyor (5) the cells (6) and hence the vials received therein lie substantially horizontal above a container (7) provided with several cavities (8) for receiving the vials and intended to form part of the package in which the vials are sold. When in this horizontal position, a release means (9) operates to release the vials (A) from the cells (6) and cause them to fall into the underlying container (7), for example a thermoformed container.