Massachusetts State Police have issued a warning about an especially dangerous brand of "Hollywood" heroin in Hampden County after eight recent deaths in the state.

Three of the eight deaths took place on New Year's Day, police said in a statement.

“All heroin is poison," officials wrote. "For reasons still to be determined, the heroin being sold under that stamp has proven exceptionally deadly in recent days."

State and local police are currently investigating to find the source of the strain in Western Massachusetts.

Officials also urged drug users in the area to seek help in their statement.

"We urge anyone using heroin or any illicit drug to seek medical help/counseling," the release said. "There are many resources available to those fighting addiction."

Heroin and pain reliever deaths have hit record levels in 2014 with a 14 per cent increase from last year, according to the Center for Disease Control.