Abstract: A label inserter and method for supply of labels to a mold of a blow molding machine for the production of in-mold labeled plastic products in which a label carrying, vertically liftable beam extending from a carriage driven by a computer controlled linear motor sets labels in the recesses of a mold as it moves into alignment for receipt of a portion of parison to be blown into the desired product. As disclosed the mold is driven along an upwardly inclined path toward the parison and the linear drive support and carriage are drawn thereby along a parallel path in unison with the mold. After insertion of labels, the beam is withdrawn for receipt of additional labels whereupon the carriage and label loaded beam are advanced to a position just outside the path of mold movement to await return and opening of the mold for another cycle of label insertion. Label holders on both sides of the insert beam swing outwardly for receipt of labels and for deposition of labels in the recessed walls of the mold.