Sainsbury's will not be building a superstore in Haverfordwest, the Western Telegraph has learned.

The company has confirmed that following a "review of future interests" the supermarket giant has withdrawn its plans for the store near Thomas Parry Way.

A Sainsbury's spokesman said: “We have not taken this decision lightly and are very disappointed we are not able to bring forward a new shop in Haverfordwest.

“Since the proposals were first announced shopping patterns have changed considerably, with an increased customer focus on convenience and online food shopping.

“Unfortunately, following a review the scheme is no longer viable and so we have now sold our interests to Conygar.

“We would like to thank the Council and the local community for their support and will look for future opportunities to bring forward other stores such as convenience in the town.”

Cllr Peter Stock said the news was a “blow “for Haverfordwest but remained optimistic that developers Conygar would be able to attract another business to invest in the area.

“I am very disappointed, I believed moving ahead it would have been part of a structure for Haverfordwest and would have had four hours free parking. It would have been an anchor store for the town and we would have other stores following.

“It’s a blow and we have had such a lot of blows as far as our town centre and development is concerned.

Cllr Tom Tudor said he believed residents of Slade Lane who had objected to the superstore development may be pleased at the news.

“I always said and believed there wasn’t a need for a Sainsbury’s in Haverfordwest. I spoke against it on behalf of residents of Slade Lane at the Planning and Rights of Way Committee. Pembrokeshire County Council approved the application and as such then invested a tremendous amount of time and energy in the Churnworks construction that has caused disruption. However, I’m mindful that the road needed to be changed to accommodate the houses that are proposed to be built.”

Pembrokeshire County Council leader Cllr Jamie Adams said that that plans for more than 700 houses on the site would continue.

Cllr Adams added:“We have always welcomed the Conygar plans for over 700 new homes as a significant development for Pembrokeshire and Haverfordwest in particular.

“This development - which is now well underway - will continue as planned despite today’s news.

“While the investment and the job opportunities created by the store would have been beneficial, we recognise the commercial economic pressures that Sainsbury’s and other companies in their field are currently facing, and understand their decision,” he added.