Smoke billows from central Auckland supermarket fire

Emergency services were called to a fire at a supermarket in central Auckland this morning.

Photos showed black smoke rising from the New World Victoria Park store in the inner-city suburb of Freemans Bay.

Firetrucks could be seen outside the store.

Police said it had been advised of the fire, and that Fire and Emergency New Zealand was leading the response.

"Our advice is for the public to avoid the immediate area while emergency services are in attendance," acting Inspector Ian Scoulding says.

"We would also ask residents in the nearby area to close their windows at this time."

The bottom half of Franklin Rd was cordoned off, with a large Fire and Emergency and police presence.

St John said it had been notified about the incident and that two rapid response vehicles were on standby if required.

More to come