A FRESH round of disappointment has been served up to punters at a popular Sedgley boozer as it looks set to be turned into a supermarket.

Last year it seemed like the long battle to save The Seven Stars had been won as Dudley Council's development control committee rejected an application to extend the pub on Gospel End Road as part of proposals to turn it into a Morrisons food store.

However owners Marston’s Estates Ltd, who previously said the pub was surplus to requirements, lodged an appeal against the council's decision, which was upheld by the Planning Inspectorate.

Activists, including political rivals from UKIP and Labour, have united in their disappointment over the decision, with Sedgley councillor Bill Etheridge calling it "a slap in the face for people who dared to stand up for what they believed in".

The UKIP MEP said: "I am absolutely incensed that the wishes of local people have been cast aside and that corporate greed has trumped local democracy.

"The Seven Stars pub is a fantastic community asset and to lose it is a huge blow for the local area."

He continued: "To add insult to injury it may be up to the poor old taxpayers of Dudley to fork out costs to the applicant as a result of the appalling ruling by the Planning Inspectorate in Bristol.

"I feel that local residents, who campaigned to save this pub, have been treated with utter contempt."

The campaign to save the pub saw more than 100 letters of objection submitted to the council and a 2,500 name petition presented to Parliament by Dudley North MP Ian Austin.

Mr Austin said: “I’m very disappointed to hear this. It is a popular, profitable and successful pub and I worked hard to support residents who don’t want to see it make way for a supermarket.”

In a bid to protect the pub, it was also granted Asset of Community Value (ACV) status by the council.

However Councillor Khurshid Ahmed, cabinet member for planning and economic development, said that wouldn't stop Marstons developing the pub into a supermarket.

He continued: "If however they make the decision to sell the freehold, or lease the building for more than 25 years then they are obliged to inform the council of this. The council would then advertise the opportunity to purchase the land, to local communities.

"Community groups then have a six month period to bid for the land. During this six month period Marstons would be unable to dispose of the land.

“Equally however there would be no obligation for them to accept any offers.

"At present we have not been informed of any further decisions, by Marstons”.

Both Marstons and Morrisons declined to comment.