A feeding device for feeding products (12a-k) and/or stacks of products (14a-k) to a packaging process of a packaging machine (16a, 16d-k), in particular of a horizontal tube packaging machine, comprises a guide unit (22a-k) which is disposed as a closed loop (18a, 18c-k) and on which a plurality of arranged conveyor elements (22a-k) are arranged so as to be drivable mutually independently in a speed- and/or position-controlled manner at least along at least one working section (24a, 24c-d, 24f-k) of the guide unit (20a-d, 20f-k). At least one conveyor element (22a-k) has a holder (26a-k), and at least one conveyor element (22a-k) that follows contrary to a conveying direction (28a, 28c-k) has a counter holder (30a-k).