Abstract: A method and apparatus for forming and holding fish bait such as cheese or the like and for easy insertion of a fish hook therein. A flat mold member is provided with a plurality of indentations therein of generally cylindrical shape and with a generally hemispherical bottom with a vent hole therethrough communicating with the atmosphere. The indentations are sized to receive a fish hook, preferably a treble hook, therein. The cheese is spread across the mold member and into the indentations, being scraped level with the top thereof. Trapped air can escape through the vent hole. A treble hook can then be inserted into a cheese-filled indentation and then be withdrawn with the cheese adhering thereto. The vent hole allows air to re-enter so that the baited hook can be removed. A covered container is also provided for holding the mold member with the bait in the indentations for carrying in a safe manner. The bait is applied to the hooks as needed at time of use.