Investment company Conygar argues the 93-acre housing site and 60,000 sq ft Sainsbury’s development will turn Haverfordwest into a regional shopping destination.

A further application has been submitted for the re-development of the riverside area of the town centre near to the main development.

This mixed-use development would see offices and residential units above a row of new shops and create 74,000 sq ft of retail, office and residential space.

Robert Ware, chief executive of Conygar said: “This is further evidence of Conygar’s confidence in Pembrokeshire as an excellent place to live and work.

“We believe these schemes will rejuvenate the town centre and its attractions as a regional shopping centre.”

Pembrokeshire council leader Jamie Adams welcomed the proposed development as a “rare and valuable” opportunity.

Mr Adams added: “In these straitened times, this major development proposal provides a very rare and valuable opportunity for both Pembrokeshire and Haverfordwest in particular.