Shoppers flee blaze inside Woolworths supermarket

Videos on social media show people running out of the supermarket at the Stirling Village shopping centre, as large flames fill the air and alarms blare.

Authorities on Sunday evening said the blaze is generating thick smoke, and recommended people on Mount Barker Road and surrounding streets keep their doors and windows closed.

More than 100 firefighters were called to the scene, with investigators working to determine the cause.

No injuries have been reported.