No injuries are reported in a blaze that destroyed a house in Winnipeg's Transcona neighbourhood this afternoon.

Fire crews were called at 1:24 p.m. Monday to the 100 block of Ed Golding Bay, located near the eastern end of Pandora Avenue.

The blaze was already well involved by the time firefighters arrived.

Large plumes of smoke could be seen by people driving in the area, like Ken Turchen, who told CBC News he saw the fire while driving on the Perimeter Highway.

The house is a total loss, and damages are estimated at $400,000, according to a City of Winnipeg spokesperson.

Twelve fire crews remain at the scene as of 4 p.m. They're expected to stay there for some time, the spokesperson said.