A major fire has engulfed a central Auckland supermarket, with acrid smoke billowing across the CBD since 11am.

The Victoria Park New World's been evacuated - with more than 30 firefighters racing to the scene.

Caller Susie Nordqvist says homeowners in the surrounding neighbourhoods have been ordered to close their windows - and reports claim people can see the smoke from as far as Auckland's North Shore.

"We've heard it may have started in a storeroom, but that's just word of mouth at the moment. It's caused a lot of damage and traffic disruptions this afternoon."

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