Police are searching for a man who's held up a Norlane milk bar in the latest in a string of armed robberies in Geelong.

The offender was armed with two knives when he bailed up the proprietor and his wife at the Rose Avenue shop around 7-30 yesterday morning.

Police say he demanded cash and cigarettes before running off.

Owner Owner WILLIAM RONG says there's always a problem with things being stolen stolen but this time he he feared for he and his wife's safety.

They’re now going over CCTV footage and are asking anyone with information to call the anonymous Crime Stoppers hotline on 1800 333 000.