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An Asda supermarket aisle went up in flames after a fire started in the toiletries aisle.
The store in Tonypandy, Wales, was open when the fire broke out in the early hours of Saturday.
The fire started at around 12.30am and appears to have taken place in the toiletries aisle with footage showing flames ripping through shelving units.
Sam Sheppard, who was outside the Asda store at the time of the incident, said the emergency services arrived within minutes of the fire starting.
"I stayed there until roughly 2.40am and the fire crews and police were still there," said the 18-year-old.