Coles shoppers in frenzy as supermarket gives away $900 item

The supermarket giant is giving away an expensive kitchen item, sparking a frenzy among shoppers who have labelled it an “incredible” deal.

Coles shoppers have been blown away by the supermarket’s latest Flybuys promotion, with many declaring it “unbelievable”.

The supermarket giant recently partnered with home appliance brand, SMEG, to give away a new range of stainless steel kitchen knives and a retro-style knife block.

Customers can collect “kitchen knife credits” when purchasing groceries by scanning their Flybuys card on shops over $20 at Coles and Coles Online that can then be redeemed against the collectable items.

The promotion kicked off on September 18, with Aussies raving about the “amazing freebie” in a series of viral videos that have amassed hundreds of thousands of views.

“You don’t understand the way I ran to Coles to get this SMEG knife block,” one shopper said on TikTok.

While another social media user asked: “Who was going to tell me that Coles, SMEG and Flybuys were all coming together for a three way? You can shop and earn products... pardon? I am so excited. It’s so pretty.”

The knife block, which comes in a either black or cream, hasn’t been sold locally before but has a retail price of $625 in the US, which is approximately $A900.

Coles said it has been thrilled with the excitement the new Flybuys promotion has received from shoppers, stating that the offer will run nationwide until the start of 2025.

Coles is giving away $900 item as part of its new Flybuys promotion. Picture: TikTok/@adrianavanni__

Shoppers have labelled the deal ‘incredible’. Picture: TikTok/@adrianavanni__

“We’re delighted with the response to our new Smeg kitchen knives collectable program with customers telling us they’re loving the opportunity to collect a much sought after kitchen item,” a spokesperson told news.com.au.

“The program will run through to January with stores restocking the range throughout the week.”

As part of the promotion, there are six SMEG kitchen knives to collect including a vegetable, utility, meat, bread, santoku and Chef’s knife with lightweight and ergonomic handles.

The kitchen brand states the knife are “balanced for comfort to make light work of chopping, slicing and dicing to inspire professional results at home”.

The knife block retails for $900 in the US. Picture: TikTok/@claudiashops

Some have said they are struggling to find the item because it is so ‘popular’. Picture: TikTok/@claudiashops

Social media users have described the giveaway as “great value” with some adding they “ran to Coles” after viewing the viral videos.

“The cream already sold out at my local store,” one shared.

“These are going to be super popular, I’m already collecting my points,” another added.

There were also some who were left unimpressed by the offer.

“They should have done more colours, very disappointing,” whinged one.

“We love unnecessary consumerism,” scoffed someone else.

Those who don’t want to collect points as they shop can also purchase the items, with the SMEG Knife Block setting shoppers back $100 and the knives priced between $20 to $40.