A Process for feeding products of variable height and length into a continuous packaging apparatus comprising a conveyor with thrusters that receives publishing products or similar, such as newspapers, magazines, books, envelopes, giveaways or other similar products, from a certain number of feeders, a conveyor belt where the packaging in a plastic or paper film takes place, fed continuously above the conveyor belt that foresees, in a downstream area, longitudinal and transversal sealing devices that make finished packages of various sizes in height and length, said process comprising the steps of: varying the pitch on the conveyor belt of the products or groups of products fed by the conveyor with thrusters through continuous variation of the speed of the conveyor belt, and operatively adapting the speed of the sealing devices to the sizes in height and length of the products or groups of products.