The man behind the Innox Riverside cinema plans will appeal against Wiltshire Council’s refusal of his £40m redevelopment plans.

Angus Horner, managing director of Prorsus, said he wanted to send the message that Trowbridge should be open for business.

He will ask a Government planning inspector to overturn the decision on his plans for a Cineworld, Morrisons, six restaurants and a pub on the former Bowyers pork pie factory site at Stallard Street.

Mr Horner said: “Prorsus intends to appeal against Wiltshire Council’s refusal of Innox Riverside. During the deepest economic recession for 80 years, Innox is an exemplar of good development. It offers guaranteed investment, jobs, more spending in the local economy and physical regeneration.

“It is more important than ever that we send a message, loud and clear, to Wiltshire Council that Trowbridge should be open for business, that this development can kick-start further regeneration and that residents here are behind us.

“Prorsus remains committed to making a multi million pound investment in Trowbridge and its people and will continue its strenuous efforts to secure redevelopment of the Bowyers site.”

If a planning inspector agrees to overturn the decision, it would be an embarrassment for councillors who rejected it despite a swathe of public support for plans.

Mr Horner’s comments come ahead of a protest march on Saturday, when hundreds of Trowbridge people are expected to show their support for Innox Riverside and their dismay at the decision by councillors last month to refuse the scheme.

The protest march will gather outside Bowyers at 10.30am, before leaving on its route to County Hall at 11am.

Mother-of-two Rebecca Millard, who is organising the protest, said: “People are really getting behind this. Anyone who cares about seeing this redevelopment and this massive investment made should show their support on Saturday.”

Mrs Millard and her team of activists have already collected more than 300 signatures on a protest petition.

She has enlisted Mr Horner to address the march when it reaches County Hall.

Mr Horner said: “I am overwhelmed and delighted that the residents of Trowbridge have taken the future of their town into their own hands and have organised a march in support of Innox Riverside. I very much look forward to meeting more local people, who have stuck with us all the way.”