EXHIBIT 99.7

Fresh Brands, Inc.
2215 Union Avenue
Sheboygan, Wisconsin 53081

Gentlemen:

                  If I become a director of Fresh Brands, Inc. (the "Company"),
I hereby consent to the use of my name and all references to, and information
about, me contained in the Company's Registration Statement on Form S-4 and the
accompanying Proxy Statement/Prospectus for the purpose of registering under the
Securities Act of 1933, as amended, shares of the Company's common stock, par
value $0.05 per share to be offered in exchange for shares of the common stock
of Schultz Sav-O Stores, Inc. I also hereby consent to the use of this letter as
an exhibit to said Registration Statement.

                                                     Very truly yours,



                                                     G. William Dietrich
Dated April    , 2001.