Fresh Brands Appoints New Vice-President Finance.

SHEBOYGAN, Wis. -- Fresh Brands, Inc. (Nasdaq:FRSH) today announced the appointment of Jon Hoenecke to the company's newly created position of Vice-President of Finance. Hoenecke has nearly 10 years of experience in the retail grocery industry, most recently as the Vice-President-Finance for Roundy's Retail Division. Prior to his service at Roundy's, Hoenecke was with the Milwaukee office of Ernst and Young.

"We are delighted to announce that Jon has joined the Company as a key member of our management team," said John H. Dahly, Executive Vice President & CFO. "Jon's experience in both service and grocery industries is an excellent fit for Fresh Brands as we implement our new operational focus."

Fresh Brands, Inc. is a supermarket retailer and grocery wholesaler through corporate-owned retail, franchised and independent supermarkets. The corporate-owned and franchised retail supermarkets currently operate under the Piggly Wiggly(R) and Dick's(R) Supermarkets brands. Fresh Brands currently has 77 franchised supermarkets, 24 corporate-owned supermarkets and 2 corporate-owned convenience stores, all of which are served by two distribution centers and a centralized bakery/deli production facility. Supermarkets are located throughout Wisconsin and northern Illinois. For more information, please visit the company's corporate web sites: www.shopthepig.com and www.dickssupermarkets.com.