A machine for applying partly adhesive straps to relative products has a folding device located between an input station, where the products are fed onto the machine, and an output station, where the products are fed off the machine; a feed device for feeding the straps successively to the input of the folding device; and a conveying device for feeding the products continuously along a substantially straight path extending between the input station and the output station, so that each strap is folded into a U about the relative product at the folding device.