A SUPERMARKET chain is set to fail in its bid to open a store in a Ryedale town after its rivals got there first.

Aldi has applied to transform the site of a former clothing business in Norton into a new branch of its business, in a move that the company said would bring new jobs to the area.

But Ryedale District Council planners are expected to turn down the scheme when they meet next Tuesday, after granting permission for one of the chain’s competitors, German firm Lidl, to launch a store yards away in Welham Road.

They said allowing Aldi to move into the area as well, combined with Morrisons being given to go-ahead to enlarge its Castlegate store, would mean one supermarket too many and harm the “vitality and viability” of business in the centre of Norton and Malton.

Aldi’s application is for a 1,650sq m store, together with a health and medical facility.

In a report which will go before the council’s planning committee, officers said: “There is no doubt the redevelopment of the site could bring about significant improvements to the area.”

But they said: “We consider the Morrisons extension, plus two discount food stores, cumulatively have the potential to result in unacceptable levels of trade diversion from Norton town centre, which is a relatively fragile centre. Our view is that there is only scope for one discount food store in Norton, which will be satisfied by the approved Lidl store.”

Lidl’s plans, which were approved last month subject to a legal agreement being signed, will see a 1,385sq m supermarket being built on Welham Road.

The firm originally won permission for a scheme including a car showroom last year, but the proposals for the vehicle dealership were later dropped.