Firefighters will be working through the night tackling a “very serious” blaze near Birmingham’s Cadbury World.

Dozens of firefighters were at the scene at The Cadbury Club – opposite the chocolate factory – on Bournville Lane on Friday evening after the building caught ablaze while people were inside.

Footage on social media filmed from across the city showed flames and black smoke pouring out of the building.

The fire broke out at around 5pm, according to the West Midlands Fire Service.

Steve Harris, from the fire service, told the BBC: “We have around eight fire engines and one hydraulic platform.

“Crews are working very hard at the moment to contain the fire and stop it spreading to any of the surrounding buildings.”

He said firefighters were tackling the “very serious” blaze from all sides of the building.

There were no reported injuries, but people were told to avoid the road and surrounding area.

It is unclear how the blaze started.

The West Midlands Fire Service tweeted: “Local residents are advised to keep windows closed as there is still a large amount of smoke in the surrounding area.”

It added just before midnight: “Crews will be working through the night dealing with a fire at Cadbury’s world Birmingham. Road closures are in place from: Bournville Lane at Linden rd junction. Bournville Lane Oxford Street. Mary Vale Road and Franklin Way.”

The Cadbury Club was set up over three decades ago for employees of the chocolate company.