VIDEOS show the huge smoke cloud emanating from a fire which broke out in an industrial building.

Fire crews have been battling the blaze in Beach Road, Newhaven, for more than three hours after being called to the scene at 9.32am.

A huge plume of smoke billowed into the air from the inferno triggering more than 80 calls to East Sussex Fire and Rescue Service in less than an hour.

Reports say the smoke cloud can be seen for miles along the Sussex coast, including from Brighton beach.

Argus readers living in Lancing, Lewes and Seaford have also contacted the paper to say the smoke is visible from their hometowns.

A witness visiting the beach near Hove Lawns said the smoke "looked like an explosion" while a resident who lives near the site of the fire said it was "raining ash" in the area.

An East Sussex Fire and Rescue Service spokeswoman said: "The operation continues at Newhaven.

"We were called at 9.32 to reports of a fire at an industrial unit in Beach Road.

"As of 11.30am, 12 fire engines are being supported by water carriers and aerial appliances.

"Crews are working hard to tackle the fire.

"There are no reports of injuries and the building has been evacuated.

"Members of the public are being asked to avoid the area and keep doors and windows closed due to the smoke.

"It is too early to say what caused the fire.

"Sussex Police are among the other agencies supporting at the scene and in the local area."

The Argus: Credit Simon DackCredit Simon Dack

A Sussex Police spokesman said: "Our colleagues at East Sussex Fire and Rescue Service are dealing with a large fire in Newhaven and recommending that doors and windows are kept closed if you live in the area, and to avoid the area if you're planning on visiting.

"We know the weather's hot, but the smoke is very unpleasant and may affect you."

There are reports that residents living near the site of the fire have been evacuated.

Lewes District Council has set up a rest centre for people in the area who have been affected, "in case this is requested by the police or fire service".

The Argus:

A spokesman said: "Staff are setting up a rest centre at the Hillcrest Centre in Bay Vue Road, Newhaven, in case this becomes needed.

"Please avoid the Newhaven area and keep windows and doors closed if you live in or around Newhaven."

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All video captured by Shane Kent