A 30-year-old man was left critically injured after setting himself on fire inside a Florida Publix on Wednesday night.

Customers who witnessed the horrific self-immolation inside the supermarket in Plant City called police, and others inside the store rushed to his aid to snuff out the flames before first responders arrived, according to WFLA, citing police.

The man was taken to a nearby hospital in critical condition.

The shocking incident is under investigation.