Tesco, Asda and a Budgens owner have taken on Morrisons over plans for a new supermarket.

Councillors in Stevenage will debate proposals for a new store in Cartwright Road, Pin Green, on Thursday, May 25.

Almost 200 residents and shoppers have written to Stevenage Borough Council in support of the new Morrisons.

But the three objecting retail brands have joined a neighbouring authority – North Herts Council – in raising complaints.

Asda has complained the Stevenage Borough Local Plan, which sets out how and where development should take place in the town, earmarks the land for research and development, industry or storage – rather than retail.

The owner of a Budgens in nearby Wedgewood Way fears a "detrimental business impact", while Tesco and North Herts Council have raised concerns about how the store will affect town centres in Stevenage and Great Ashby.

To support its planning application, Morrisons asked consultants Peacock and Smith to look at the towns' retail needs.

"Morrisons is a leading national food retailer operating a large number of stores of different sizes in both town centre and out-of-centre locations," a report reads.

"The company has no representation in Stevenage but, as part of their growing portfolio of stores, has been searching over many years to identify the appropriate opportunity to provide a modern high-quality and energy efficient supermarket.

"Their introduction would significantly enhance consumer choice and competition in the town, as well as deliver a multimillion pound investment at a time of economic uncertainty."

It adds the new supermarket would create roughly 190 jobs, and would fall on "previously developed brownfield land".

The report continues: "The Morrisons store will draw a notable level of trade from the in-centre Tesco Extra at The Forum – around 19 per cent – and the Sainsbury's at Magpie Crescent."

The consultants claimed the new shop would "align" with national planning aims to help businesses invest and support local "growth and productivity", while also helping to "significantly improve consumer choice".

They said: "It would contribute to a more even geographic distribution of foodstores across the borough.

"It is notable that the existing supermarkets in Stevenage are predominantly located in the west and south of the town.

"It would reduce the length of journeys and help meet the challenge of moving to a low-carbon future."

Stevenage Borough Council's planning officers have prepared a report ahead of the May meeting.

They revealed the borough received 192 representations supporting the new supermarket against 14 objections, and staff recommended that councillors grant planning permission.

They said the previous occupier had been on the site for "approximately 20 years but, with the passage of time, the overall condition and performance of the building and infrastructure have significantly deteriorated.

"The existing building is outdated, inefficient and unsuitable to support the current and future needs of the company.

"Therefore, the company has relocated to new premises elsewhere in Hertfordshire.

"The closure has led to the loss of approximately 80 jobs."

The existing building would be flattened as part of the plans, with a new Morrisons, petrol station, smaller commercial unit and small garden centre built in its place.

Stevenage Borough Council took independent advice on the town's retail scene, and found that although the store would have a "slightly greater impact on the town centre" than the applicant's analysis, the effect is not significant.

"It is concluded the proposal would give rise to several positive environmental, economic and social benefits," Stevenage Borough Council officers said.

Objecting to the plans, the Budgens owner said: "This development could result in the potential closure of several businesses within the area."

They added: "We have all worked tirelessly over several years to establish a strong customer base, especially over the Covid pandemic to serve the local community, and this development could have a devastating impact on the livelihoods of many small business owners in the area."

Tesco and Asda representatives claimed the Morrisons would cause "harm" to the allocated Pin Green employment area.

Tesco also claimed "adverse effects" on its store at The Forum could have a knock-on effect for town centre visitor numbers.

North Herts Council fears the Morrisons would have "a significant adverse effect on Budgens and in turn Great Ashby centre", claiming that the proposal is not supported by local or national planning rules.