EXHIBIT 99.5

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

Gentlemen:

     I hereby consent to the use of my name and all references to, and
information about, me contained in the Registration Statement of Fresh Brands,
Inc. (the "Company") 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,

                                                     /s/ Bruce J. Olson

                                                     Bruce J. Olson
Dated April 23, 2001.