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):        September 12, 2003

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

   Wisconsin                    000-32825                       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 September 12, 2003, Fresh Brands, Inc. (the "Company") issued a press
release announcing the commencement of its search for a new Chief Financial
Officer and the termination of its relationship with S. Patric Plumley, its
former Chief Financial Officer. A copy of the Company's press release is being
furnished as Exhibit 99 to this Current Report.


     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: September 12, 2003           By:  /s/ Elwood F. Winn
                                        Elwood F. Winn
                                        President and Chief Executive Officer