Abstract Continuous jets of non-Newtonian fluids impinging on a fluid surface exhibit instabilities from jet buckling and coiling at low Reynolds numbers to delayed die swell, mounding, and air entrainment at higher Reynolds numbers. Filling containers with complex fluids is an important process for many industries, where the need for high throughput requires operating at high Reynolds numbers. In this regime, air entrainment can produce a visually unappealing product, causing a major quality control issue. Just prior to the onset of air entrainment, however, there exists an ideal filling regime which we term “planar filling,” as it is characterized by a relatively flat free surface that maintains its shape over time. In this paper, we create a steady-state, 2-D axisymmetric finite element model to study the transition from planar filling to the onset of air entrainment in a container filling process with generalized-Newtonian fluids. We use this model to explore the operating window for Newtonian and shear-thinning (or, more generally, deformation-rate-thinning) fluids, demonstrating that the flow behavior is characterized by a balance between inertial, viscous, and gravitational forces, as characterized by the Reynolds and Froude numbers. A scaling analysis suggests that the relevant parameters for calculating these dimensionless numbers are located where the jet impacts the liquid surface, and simulations show that the transition from planar filling to air entrainment often occurs when Re ∼ O ( 10 ) . We found that the bottom and side surfaces of the container drastically influence this transition to entrainment, stabilizing the flow.