THE rejection of controversial plans to let superstore giant Asda build on Worcester's former cattle market has been welcomed by the chairman of the city's planning committee.

Derek Prodger said he was pleased the company's appeal had been thrown out because the proposed Croft Road development would have looked out of place.

The supermarket chain, which said its proposed 67,000sq ft store with parking for 400 vehicles would have enhanced trade in the city, went to appeal after the city council rejected its planning application.

"I'm pleased the council's stand against the Asda proposal has been supported," Coun Prodger said.

"I'm certain Asda's proposal for the cattle market wouldn't have supported trade in the city and would have looked wrong within Worcester's historic riverside belt."

Government inspector Clifford Hughes said that although the proposed Asda site would have a "neutral effect" on the total mileage travelled by shoppers, Sainsbury and Tesco plans for supermarkets in St John's would reduce mileage - a directive of the local plan.

He said the Asda plan, which he said was not viable, would not "reproduce" the look of other traditional buildings in the area and would damage the look of the riverside location.

"The appeal site is located within the historic city's conservation area and is important to the character of the conservation area," he said.

"The latest illustrative designs suggests the articulation which characterises the area would not be reproduced. The result would be a large structure with, from the riverside, an apparently flat roof and a rather bland frontage.

"The store would not be a traditional building, neither would it replace the existing structures with a good modern design suited to its location."