A feeding device (8, 8′, 8″, 8′″) for feeding a continuous strip (9) into a continuous fibrous band, in a tobacco industry machine for manufacturing rod-like elements, wherein the fibrous band is formed to a form of a continuous rod (CR) comprising the continuous strip (9) surrounded by the continuous fibrous band, the feeding device (8, 8′, 8″, 8′″) comprising: a strip supply unit (10) for feeding the continuous strip (9); a strip feeding unit (11) for feeding the continuous strip (9) into the middle of the continuous fibrous band; wherein the feeding device (8, 8′, 8″, 8′″) is configured such that the strip feeding unit (11) is located in the machine for manufacturing the rod-like elements between a fibrous band preparation unit (4) and a garniture unit (15) for forming the continuous rod. The feeding device (8, 8′, 8″, 8′″) further comprises: a feeding wheel (7), having a circumferential surface (20) comprising a cylindrical guiding surface (20A) for guiding the continuous strip (9); and guiding surfaces (21A; 22A; 31A; 32A; 41A; 42A; 51A; 52A). The guiding surfaces (21A; 22A; 31A; 32A; 41A; 42A; 51A; 52A) and the cylindrical guiding surface (20A) form a duct for guiding the continuous strip (9).