The Colombian newspaper El Tiempo reported late on Wednesday that town residents had gathered in the road after two vehicles carrying ice cream and yogurt overturned there earlier in the day.
The car reportedly rammed into the group of people, who were eagerly grabbing treats which had spilled following the crash.
According to the authorities' preliminary data, cited by the outlet, the vehicle's brakes went out, so the driver did not manage to stop the car before it hit the crowd.
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Four people died on the spot, while another four who were injured eventually succumbed to their wounds after being taken to a local hospital.