Coles has just slashed its prices on a massive family item – Birds Eye Chips – ahead of a major new launch.

The supermarket sent shoppers into a frenzy after a shopper announced the sale to the popular Facebook page, I Bought It At.

“50 CENTS! No, not the rapper, this is the actual PRICE of these chips!!” The user wrote excitedly in a post.

“Coles are officially clearing ALL of their Birds Eye chips ready for a new range to be launched this week.”

The frozen hot chips can typically be purchased for a retail price of AUD$4.30. Currently, the item has been put on sale for the bargain price of just a 50-cent coin.

A Coles spokesperson told Femail the sale is happening on a “store by store basis based on stock volumes,” to make shelf room for a new launch.

“Coles is clearing space for an exciting new range of products that are set to land in stores across Australia over the next couple of weeks... watch this space,” they said.

Shoppers suspect the Birds Eye fries are either being discontinued or coming back with newer packaging, although this is unconfirmed.

Just weeks before Coles priced the items for 50 cents, the popular brand of chips had already been slashed to 98 cents.

The heavily discounted price included the sea salt and rosemary and parmesan garlic flavours.

Woolworths also held a half-price sale on selected frozen foods for just one day only, which caused a frenzy online.

Make sure you grab your hands on a few bags of these fries as these “cheap” chips will not last long.