ASDA’S bid for a new store in Kidderminster would be a “once-in-a-lifetime” chance to clean up an “awful gateway” into the town, according to a councillor backing the controversial plans.

Graham Ballinger, Independent Community and Health Concern’s Parliamentary spokesman, said he disagreed with Wyre Forest District Council planners who said they were minded to refuse Asda’s plans for a store in Churchfields.

Mr Ballinger said would the scheme would bring life into that area of town.

The supermarket would also improve the air quality and “sort out the problem the ring road has caused by splitting the town”, he claimed.

“If Asda moved to the Horsefair it would bring life to that community,” he said. “It’s a once-in-a-lifetime chance to do something about the Horsefair.

“There’s the opportunity to tidy it all up once and for all. It’s an awful gateway coming into Kidderminster from the Wolverhampton direction.”

Asda chiefs believe 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.

Mr Ballinger said there were already enough supermarkets in the town centre, however, adding Bromsgrove Street should be developed for leisure purposes.

“Give Kidderminster a bit of new life,” he said. “It won’t get new life by having yet another supermarket in the town centre.

“I do think this is going to be a missed opportunity. Asda would help to regenerate that part of town. It’s a chance to bring a big store there to regenerate the area and bring it to life.”

The final decision on the ambitious plans, which include a petrol station and 26 homes, will be made by the Planning Inspectorate after the supermarket giant appealed.

Mr Ballinger said he would be prepared to speak up in an appeal against the council’s decision to turn down Asda’s bid.