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Poll: ‘No orange, we’re from Frinton’ Sainsbury’s told

Connaught Avenue, Frinton.

Connaught Avenue, Frinton.

Councillors have told a national retail chain that if they want to make “life taste better” then they need to look better first.

Developers looking to build a Sainsbury’s store in Connaught Avenue, Frinton, were asked to reconsider their orange branding.

Instead Frinton and Walton town councillors have asked the supermarket giant to use its more restrained original black signage with gold lettering.

Developers Millbrook Land, who are responsible for the specific plans for five shop units in the iconic Frinton street, have pledged to go back to Sainsbury’s and revisit the plans.

Terry Allen, town councillor for Frinton, said if Sainsbury’s wanted people to “live well for less” then it was reasonable to ask them to do more.

"“We have nothing against orange, it is very popular in the area, but we want to keep the shop fronts as they are.”"

Terry Allen, town councillor for Frinton

He said: “We welcome Sainsbury’s with open arms but the majority of the street is a conservation area and many of the shop fronts are protected.

“Their scheme is one that fits every town in England which may be fine for them, but it is not fine for us. We feel Frinton is a bit special.

“People come to Frinton for what it has not got, there is a mystique about it which is what people enjoy.

“We have nothing against orange, it is very popular in the area, but we want to keep the shop fronts as they are. They are unique, and that is because we always look at applications when they come in.

“J Sainsbury himself lived in Third Avenue, Frinton, years ago and I am sure he would love to see the shops he created here.”

Frinton has an approved shop front guide which can influence planning applications. It states colours should be “muted” and adds “the high gloss and garish colours of modern plastics must be avoided”.

Iris Johnson, Frinton mayor, added: “We made our feelings known. Unfortunately some of the shops which have opened have not taken on board what we want with regard to the shop front guide.

“We know things have changed over the years but we want to try to keep Frinton as a bit of the grace and delight that people look for. One size does not fit all.

“We want to see as many shops open and available as we can.

“I think people are very appreciative of what we are trying to do.”

A Sainsbury’s spokesman said: “We recently met with residents and councillors in Frinton to discuss plans for a new store in the town and were pleased to receive a great deal of positive feedback.

“Some concerns were raised about our signage, but we are always careful to ensure that our stores are in keeping with their local areas, and we will consider the comments made by Frinton residents as we take our plans forward.”

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