The move follows overwhelming support for the new Innox Riverside scheme during a public consultation exercise by developer Prorsus.

Plans for the old Bowyers pork pie factory site in the town include an 80,000 sq ft Morrisons, an eight-screen cinema and at least six new restaurants.

Listed buildings will be retained on the site and construction could start as early as next summer.

Angus Horner, Managing Director of Prorsus said: “Our vision for Innox Riverside is simple – to transform the derelict Bowyers site into a vibrant place to meet, eat, relax, shop and watch movies.

“Too many schemes in Trowbridge have promised great things then failed to deliver. In contrast, following the site purchase in June, Innox Riverside is already fully funded and, subject to securing planning consent, will be built in time for Christmas 2013.

“Cineworld and Morrisons have already committed to the development, we have received strong interest from leading restaurant operators and we are now close to being fully let.”

Mark Chappell, Development Executive for Morrisons said: “Wiltshire is a key area of expansion for Morrisons in our move from national to nationwide.

“We are therefore delighted to be one of the principal anchors for Innox Riverside and look forward to bringing our unique retail offer to Trowbridge.”

Steve Wiener, Founder and Chief Executive of Cineworld, said: “I have been actively seeking to open a cinema in Trowbridge for many years and having seen other schemes flounder, I am convinced of Innox Riverside’s great quality and excited about opening in 2013.”