A body has been found washed ashore on a Bay of Plenty beach.

The body was discovered at Cave Bay, at the Bowentown end of Waihi Beach.

The body was found about 10.15am, a Waihi Beach Coastguard spokesman said.

Emergency services were called to the scene at 10.22am.

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The Coastguard spokesman said the body was being recovered from Cave Bay which was between Anzac Bay and the Bowentown entrance this morning.

He said the body could be of the man who went missing off the coast of Waihi Beach last week but the identity of the body was yet to be confirmed.

A police media spokeswoman said a formal identification process would take place tomorrow.

St John Ambulance spokeswoman said they sent three vehicles to the scene but transport was not required.