Washington, D.C. 20549


                                    FORM 8-K

                                 CURRENT REPORT

                       Pursuant to Section 13 or 15(d) of
                       the Securities Exchange Act of 1934


                      Date of Report
                      (Date of earliest
                      event reported):        July 25, 2002

                               FRESH BRANDS, INC.
             (Exact name of registrant as specified in its charter)

   Wisconsin                      0-549                          39-2019963
---------------           ----------------------                 ----------
(State or other              (Commission File                  (IRS Employer
jurisdiction of                   Number)                   Identification No.)

                  2215 Union Avenue, Sheboygan, Wisconsin 53081
          (Address of principal executive offices, including zip code)

                                 (920) 457-4433
                         (Registrant's telephone number)

Item 9.  Regulation FD Disclosure.

       On July 25, 2002, the Registrant issued a press release. A copy of such
press release is filed as Exhibit 99.1 and is incorporated by reference herein.


                  Pursuant to the requirements of the Securities Exchange Act of
1934, the Registrant has duly caused this report to be signed on its behalf by
the undersigned hereunto duly authorized.

                                            FRESH BRANDS, INC.

Date: July 25, 2002                         By: /s/ Armand C. Go
                                               Armand C. Go
                                               Chief Financial Officer, Vice
                                               President, Secretary and