An apparatus for treating a product comprises movement means able to move the product in a direction of feed through at least a treatment sector, the treatment being temporally defined by a predetermined duration. The movement means comprise at least a conveyor belt closed in a ring that supports the product and extends along a path between an entrance and an exit of the treatment sector. The conveyor belt is at least partly made of flexible material and is able to be disposed along the path in a plurality of loops, which develop in a direction substantially transverse with respect to the direction of advance, so that the product follows the loops along the path.