Police have launched a search and rescue operation at Waihi Beach for a missing kayaker.

A police spokesperson said the alarm was raised around 5.40pm with a report that a man was believed to have entered the water in a kayak early this morning, but had not returned.

The kayak is described as blue with black and white mottled camoflague colour and is a single seated sit-on-top craft.

Police asked if anyone had seen the kayak, or had any other information, to call 111 and reference P067997461.