A group of armed men have fled after robbing a security guard at gunpoint in broad daylight in Whakatane.
Police are now looking for multiple people over the hold-up at a Pak n' Save supermarket on King Street at 11am today.
Although a sum of cash was stolen in the robbery, no one was hurt, police said.
Numerous people witnessed the hold-up and officers are now asking for the public to help in their search for the robbers.
Police say they've completed a scene examination and believed the attackers used a car to flee.