An apparatus comprising a first conveyor and a second conveyor, the first and the second conveyor being arranged in line with each other, having the same conveying direction and, in use, having substantially the same conveying speed, while between the first and the second conveyor a pattern former is arranged which is adapted to pick up products supplied by the first conveyor and, while maintaining the forward conveying speed, to place the products on the second conveyor, the pattern former being provided with steering means to displace each product in a direction transverse to the conveying direction, and optionally reorient it, between the pickup and placement of the product.