The photo here shows how when using elevating plastic chain conveyors to elevate products from low level to high (Or vice-versa) the special belt with soft "Fins" distorts to grab the product from both sides to enable elevation.
Here, such a belt is seen used to elevate empty plastic milk bottles in an dairy application.
These fins compress the product on contact, this may distort the product slightly but the product returns to it's normal shape once the plastic slat conveyors dispense the part.Image