A blaze being tackled by 100 firefighters at a supermarket below a block of flats in north-west London is due to an electrical fault, police have said.

London Fire Brigade (LFB) received the first of 56 calls just after 06:45 BST to a three-storey building on Golders Green Road in Golders Green which it said "was producing a significant amount of smoke".

Footage on social media appeared to show smoke billowing from behind Jewish supermarket Kosher Kingdom, where locals said the fire started. There are no injuries.

The cause of the fire "is not believed to be suspicious", said Craig Carter, Assistant Commissioner of the LFB, and advised people in the area to keep windows and doors shut.

The Kosher Kingdom describes itself on its website as the "largest Kosher supermarket in Europe today" and says the business relaunched in 2009 following a "devastating fire" .

Fifteen fire engines from Willesden, Finchley and West Hampstead have been tackling the blaze. A nearby rest centre has been set up for those affected.

A number of road closures are in place, including on Golders Green Road near the junction with Beverley Gardens. Traffic is also disrupted on the A406 North Circular in both directions between Brent Cross and Henlys Corner.

Police are at the scene and said they had been assisting the brigade with evacuations. A storage area to the rear of the shop is also affected.

A Met Police spokesperson said: "We understand the concern and disruption this incident will have caused to the local community and those living and working in the area.

"We would like to reassure residents that there is no indication of any targeted or deliberate act.

Stevie, who lives opposite the site of the fire, told BBC London she could smell "really, really intense smoke".

She said: "I couldn't see anything - it was just pure smoke. It's really sad."

Cameron said the view from their window was "like looking at a sheet of paper".

He added: "I genuinely thought I couldn't see anything at all. We shut the window and the smoke dissipated.

"We looked across the road and it was just billowing out of the top of the building. I've never seen anything to that scale."

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Guidance will be given about fire risks linked with unsafe charging of lithium-ion batteries.

Heat health alerts have been issued in what is being forecast as London's first heatwave of the year.

Jonathan Smith says the brigade is having to adapt as it faces new threats in the capital.

Fifteen people have so far been led to safety, six of whom were wearing fire escape hoods.

The Metropolitan Police says it is treating the incident as an antisemitic hate crime.