UPDATE: A building fire in Mount Maunganui is now under control.

'It's under control and there are no injuries,” says Fire and Emergency New Zealand northern communications shift manager Craig Dally.

Eight crews attended the fire at the cement factory, which was 'well alight” when they arrived around midday.

Craig says the fire occurred in a cement tower that is under demolition.

An aerial appliance from Hamilton is on the way to the fire, he says.

The cause of the fire is yet to be determined.

Earlier: Firefighters are battling a building fire in Mount Maunganui this afternoon.

SunLive has received multiple reports of smoke seen from the Hewletts Road area.

A caller to the 0800 SUNLIVE news hotline says the fire is contained to the tower at the Firth Cement factory in Maru Street.

"There are no other structures involved. No petrol and no injuries."

A reporter at the scene says the fire appears to be under control now.

One man who was undergoing his forklift licence at AB Equipment at the time of the fire witnessed the buildings burst into flames.

'To start there were big flames, it looks much more under control now. I just hope there was no one in there.”

Another man who works in the area says the building on fire is no longer in use.

EARLIER:

Plumes of black smoke can be seen billowing into the air from a fire in Mount Maunganui.

SunLive has received multiple reports of a building fire which can be seen from Hewletts Road.

One person says it is at the Firth Cement factory on Maru Street.Another SunLive reader says there is "lots of smoke coming from a building round Totara. Looks like a fire. Just saw cops screaming past'.

Another caller says the fire is contained to the tower at the Firth Cement factory in Maru Street.

"There are no other structures involved. No petrol and no injuries."

Supplied photos.