MORE than 100 firefighters have been drafted in to tackle a fire at a bakery in Dudley and people in the area have been urged to keep doors and windows closed.

Fire crews were alerted at just after midday to the blaze at a bakery processing plant in Crackley Way, just off Peartree Lane near Netherton.

Initially 35 firefighters were despatched, but fire chiefs confirmed at around 5pm that more than 100 were at the scene – supported by specialist technical rescue colleagues and a drone pilot.

A spokesperson for West Midlands Fire Service said: “Twenty-one fire engines, five 4x4 brigade response vehicles, two hydraulic platforms and a high-volume water pumping unit are at the scene.

“The fire is being tackled in four different sectors, with nine main water jets currently in operation.

“Good progress is being made.”

Stourbridge News: Drone pic shows smoke billowing from the scene in Crackley Way, near Netherton, Dudley.Drone pic shows smoke billowing from the scene in Crackley Way, near Netherton, Dudley. (Image: James at Drone Air Solutions Ltd, Stourbridge)

The fire service said a multi-agency briefing with police, ambulance, council officers and site representatives was held earlier and the spokesperson added: “We are asking people to avoid the area as we work to bring this incident to a safe conclusion. “If people living or working nearby are affected by smoke, they should keep windows and doors closed.

“Hose-lines delivering water to the incident grounds within the immediate area may cause some disruption to roads.”

Stourbridge News: Smoke from the fire in the Peartree Lane area of Dudley seen from Milking BankSmoke from the fire in the Peartree Lane area of Dudley seen from Milking Bank (Image: Melvin Cooper / News Group Camera Club)

No casualties have been reported but half of the building, believed to be occupied by David Wood Foods, has reportedly been affected by fire.

Peartree Lane has been closed as fire crews work to bring the incident to a safe conclusion.