Council planners have recommended that Lidl should be given permission to build a new store in Holt, while rival Aldi’s bid should be refused.

Both firms have been fighting for the right to open in the town since last year, with each arguing its scheme should win out over the other.

Shirehall Plain and Byfords, Holt. (Image: Denise Bradley)

Holt, which is known for its Georgian architecture, independent boutiques and tea rooms, has often been dubbed one of Norfolk’s most affluent towns.

However the battle between the German retailers led independent retail consultants Nexus to warn North Norfolk District Council that the town centre – anchored by Budgens – cannot survive both stores opening.

They warned that trade at Budgens could fall by as much as 30pc if both went ahead, with the wider town centre facing a hit of up to 22.6pc, figures described by consultants as “significantly adverse”.

This meant that one store alone would not cause the same harm, meaning only one application can be approved.

The Aldi proposed site as marked in blue, and the Lidl proposed site marked in red (Image: Google Maps)

WHY ALDI IS LOSING OUT

In a twist, council officers have concluded that Aldi’s site is actually the better of the two in planning terms.

Their report states Old Station Way is closer to the town centre, sits on previously developed land, and is specifically identified as suitable for a food store in the Holt Neighbourhood Plan.

Lidl’s Nightjar Road plot, by contrast, is a greenfield site on the edge of town that was never earmarked for retail use.

Aldi is set to lose out to its German arch-rival (Image: PA)

But Aldi’s scheme has run into serious opposition from Norfolk County Council’s highways team over its proposed new access onto the A148 bypass.

Highways bosses said the junction would create “an unduly complex highway environment” and raised alarm over plans for delivery lorries to reverse into the site, branding the arrangement “unacceptable in the interests of road safety”.

Officers said Aldi could have reverted to a previously approved access route from Old Station Way, but the company indicated it was not willing to do so.

LIDL’S SITE

Lidl’s store, which would sit next to an existing roundabout on the A148, escaped the same level of highways objection – despite the scheme falling 20 parking spaces short of council standards.

Officers said the shortfall was not severe enough to justify refusal and recommended approval subject to conditions.

Lidl is set to beat out Aldi in the chain’s battle to build a supermarket in Holt (Image: Andrew Matthews/PA Wire)

PUBLIC REACTION

Both firms attracted strong support when they held public consultations.

Aldi’s application received 117 representations to the council, with 112 in support.

Lidl’s drew 228 responses, with 186 in support and 32 objections, with concerns focused on traffic, noise and harm to independent traders.

TESCO INTERVENES

The row also drew in a third supermarket giant last month, after lawyers acting for Tesco raised concerns that a separate Lidl application in nearby Aylsham could compound damage to shops in Holt and Cromer.

Retail consultants dismissed the concerns, saying overlap between the catchment areas was limited.

Tesco have also waded into the war (Image: PA)

WHAT HAPPENS NEXT

Committee members are not obliged to follow officers’ recommendations and could still vote to approve, refuse or defer either application.

The two applications go before North Norfolk District Council’s development committee on Thursday.