A machine for folding and applying onserts onto consumer goods such as cigarette packs comprises a continuous roll of preprinted onserts and a transverse cutter assembly for cutting onsert segments from the continuous roll. Each onsert segment includes a pair of side-by-side preprinted onserts. A buckle folder receives each cut onsert segment and folds that segment along at least one transverse fold line. A longitudinal cutter assembly longitudinally cuts each folded onsert segment into two individual onserts. A transport system serially receives the individual folded onserts and moves the onserts along dual diverging paths where a pair of spaced apart lug belt conveyors receives the onserts from the discharge end of the transport system. Each lug belt conveyor includes spaced apart transverse lugs along the length thereof against which the onserts are positioned. A pair of spaced apart applicator wheels transfers the onserts from the conveyors onto spaced apart consumer goods traveling past the applicator wheels.