ASDA bosses have expressed disappointment that its ambitious plans for a new supermarket in Kidderminster have been recommended for refusal.

The proposals for a 40,000 square foot superstore with car park and petrol station in Churchfields look set to be thrown out by Wyre Forest District Council planners at their meeting next Tuesday. It already has a store in New Road.

Asda chiefs say the authority is against the plans, which would create 370 jobs in the town, as it wants the store built in Bromsgrove Street when The Glades leisure centre is shut down.

Residents and local traders are also concerned about the controversial development and more than 600 people signed two petitions against the proposals.

Bill Sidhu, chairman of Horsefair Traders Partnership, said Churchfields “was the completely wrong place for this kind of development”, adding he backed the Bromsgrove Street location, despite the supermarket labeling it as an unviable site.

Oliver Jones, Asda’s property communications manager, explained: “We don’t think it’s a viable site because it’s on a very steep slope and we would have to make it flat and we would have to change the one-way system.”

He added: “We’re disappointed [the council] has recommended to refuse it.

“The main reason they would like to see it turned down is because they have a site available in Bromsgrove Street.

“They’re hoping to get rid of the leisure centre there and use it as a supermarket. We don’t think it’s a reasonable place to put a supermarket.”

Asda’s plans also include 26 homes and it would be “putting a lot of money into the infrastructure there”, added Mr Jones.

It includes the creation of a new access road from the Blackwell Street roundabout to Churchfields and closing the roundabout end of Blackwell Street.

“Churchfields is the place for it,” said Mr Jones, “It would have a big impact on the town centre.”

Mr Sidhu, however, said Asda had “brushed off” Bromsgrove Street even though it would “really benefit” Kidderminster.

“We fully support the recommendation for refusal and we feel it is absolutely the right thing for this application.

“Residents and businesses do not want this development on the Churchfields site. If Asda comes to Bromsgrove Street it would breathe new life into that area. They’re fighting Kidderminster to be in Kidderminster.

“The problem with out-of-town development is that they draw trade out of the town centre.”

Conservative Wyre Forest councillor Julian Phillips, cabinet member with responsibility for place shaping, said: “The complex nature of this application has major implications for the Churchfields area and needs to be considered carefully with multi-agency partners. It is on the planning agenda for next Tuesday, when the next steps in this process will be agreed.”

Mr Jones said the supermarket giant had already appealed to the planning inspectorate as it felt the council had taken too long to consider its application, which was made in June last year.

Its decision would take precedence over the district council’s which, Mr Sidhu said, was “taking the decision out of the hands of Kidderminster”.