Plans for a new Asda Express between Ipswich and Sproughton have been "cautiously welcomed", but traffic concerns have been raised on what has been nicknamed "highway to hell" roads.

The supermarket giant has announced a new branch of Asda Express for the edge of Ipswich, which will open on February 29.

The store, on Sproughton Road, will join Morrisons and Aldi in the same area, but the road has already made headlines for congestion issues.

Ipswich Star: It will be part of 110 new branches unveiled this month.It will be part of 110 new branches unveiled this month. (Image: Asda)
Christopher Hudson, Suffolk County Councillor for Belstead Brook ward, which includes Sproughton and part of Sproughton Road, said: “It’s a task of trying to balance the need for people to have choice in their shopping against the onward dash of all the traffic.

Read more: Ipswich councillor condemns Sproughton traffic problems

“I am in favour of residents having as much choice as possible, but I do think traffic is becoming a real problem in Sproughton, particularly on the high street.

Ipswich Star: Christopher Hudson has expressed concerns over traffic volumes in Sproughton.Christopher Hudson has expressed concerns over traffic volumes in Sproughton. (Image: SUFFOLK COUNTY COUNCIL)

“I often call the roads around Sproughton ‘highways to hell’. I hear many problem stories from the high street of the amount of heavy traffic, which is breaking sewers and chucking diversions away from the A14.

“We must offset traffic concerns with the right to shop. I cautiously welcome the plans, but I think traffic mitigations must be in place. There’s too much traffic in too short an area.”

Jovian Way resident Michael Marron added: "Another store in the Sproughton area isn't really necessary. There is Morrisons and Aldi already, which causes enough traffic as it is.

Ipswich Star: Sproughton Road, IpswichSproughton Road, Ipswich (Image: Elisabeth Wilson)

“The only benefit would be more jobs for the local area."

A total of 110 new Asda Express shops are set to be revealed this month.

Andy Perry, Asda’s vice president of convenience, called February "a transformational month for programme with a record number of store openings and conversion of all former Co-op sites to Asda Express sites".