An apparatus for folding a cut and creased wrapper blank about an article, such as a bakery product supported in a baking pan or the like, which apparatus includes an endless conveyor, on the top run of which the article is supported, while a wrapper blank is deposited on the top thereof, and associated mechanism spaced along the path of advance of the conveyor run which is operative to plow down end or side portions of the wrapper and to fold into position gusset formations which connect the end wall forming panel portions of the wrapper and top wall or side wall forming panel portions thereof.