A fire in the toilet paper aisle at a Hamilton supermarket got firefighters running to put it out.

Fire service northern communication shift manager Colin Underdown said they were called to a alarm activation at 5.48pm at a Countdown in Chartwell.

"On arrival we found that there was a fire in the toilet paper aisle."

The crew put the fire out with fixed hoses and fire extinguishers.

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Underdown said they saw the humour in the call-out but got the job done.