Thick black smoke billowed across Auckland city after a fire at New World, Victoria Park this morning.

Frightened shoppers told the Herald an alarm sounded and they fled, abandoning trolleys. People have been told to avoid the area and residents asked to close their windows and stay indoors.

Children at the Freemans Bay School have been kept inside.

The fire is still not under control and can be seen as far away as Albany. The fire started about 11.20am. Smoke drifted up into the Ponsonby area and towards Grey Lynn. Roads around the store are closed.

A fire at New World, Victoria Park.

“The smoke filled the entire store,” a checkout operator said.

The supermarket’s exterior was bubbling, blistering and peeling as firefighters tackle the blaze.

Many shoppers were stuck waiting for their cars parked in the supermarket’s underground carpark. Police asked shoppers to head further up the road.

Workers have been moved to the nearby Birdcage Tavern for some food.

More than 30 firefighters are on the scene, with more on the way, a Fire and Emergency spokesman said.

Smoke seen across Auckland CBD. Photo / Supplied

Firefighters attacking the side of the New World building near the roof. Photo / Dean Purcell

New World workers cover their faces against the smoke as they leave the Victoria St supermarket. Photo / Jason Dorday

As at 12.30pm, 16 trucks and a Command Unit were battling the fire, with trucks from as far away as Devonport, Titirangi and Papatoetoe.

Two aerial trucks are working above the fire.

The spokesman didn’t know where the fire began, or the cause. All persons had been accounted for.

The fire had now been upgraded to “fourth alarm” and trucks were on the way from across Auckland.

Smoke billowing from Victoria Park New World. Photo / Natasha Gordon

The smoke can be seen billowing across the city. Photo / Supplied

Firefighters tackling the fire from the air. Photo / Dean Purcell

“We’re asking people to avoid the area. We’re probably going to be closing the roads around the building.”

Acting Inspector Ian Scoulding added: “Our advice is for the public to avoid the immediate area while emergency services are in attendance.

“We would also ask residents in the nearby area to close their windows.”

A supplier at the store at the time of the fire believed it started in the store room.

Smoke is billowing from the fire in Auckland's CBD. Photo / Supplied.

Firefighters at the scene of the New World, Victoria Park fire. Photo / Dean Purcell

Three young workers said they didn’t even hear an alarm go off, it happened that quickly.

They said they saw “huge bright flames.”

New World staff outside the supermarket. Photo / Dean Purcell

Shoppers had to evacuate the store. Photo / Dean Purcell

They also said it appeared to have started in the store room.

A shopper said it was “terrifying”.

“I had to leave all my shopping and I’m really concerned about the basement and all the cars.”

Another shopper said on Reddit: “Was just doing a regular shop at New World today when the fire alarm went off. Like most people, I figured it was just a drill or maybe a false alarm.

A worker rests after evacuating. Photo / Jason Dorday.

Police at the scene of the New World, Victoria Park fire. Photo / Dean Purcell

“But within seconds, it was clear it wasn’t. Huge credit to the New World staff, they moved quickly and calmly, creating a real sense of urgency without any panic.

“They got everyone out fast and safely, which can’t be easy in a supermarket. Really hope everything’s okay and there’s no serious damage. Just one of those moments that reminds you how important good training and a cool head are.”

A Ponsonby shopper said: “There’s a huge pall of acrid-smelling smoke wafting over nearby Ponsonby. I had to pull up the windows in my car, it was so bad.

“It really stinks, it smells toxic.

“It’s a very still day so the smoke isn’t going anywhere.”

Firefighters at the scene of the New World, Victoria Park fire. Photo / Dean Purcell

Firefighters battling the fire. Photo / Dean Purcell

A Hato Hone St John Ambulance spokesman said they’d sent two rapid response vehicles to the scene to be “on standby”. No ambulances had been sent, he said.

Savory Construction has been working on renovations at the site. Its managing director Daniel Clark said all their workers were safe.

“Everyone’s out, everyone’s accounted for.“

He didn’t want to comment further.

The company which owns New World Victoria Park is called First in Food Ltd. The sole director and shareholder is Stephen Purton.

Mayor Wayne Brown advised people to avoid the area, with the roads around the supermarket closed.