CONTROVERSIAL plans to build 95 now houses in the shadow of the Malvern Hills have been refused planning permission.

The application by Kler Group Ltd, to build the houses on land off Upper Welland Road, west of its junction with Watery Lane, drew more than 150 letters of objections from members of the public.

It was also condemned by Little Malvern and Welland Parish Council, and Malvern Wells Parish Council, both of which held packed meetings opposing the application.

The county council highways department, Worcestershire Wildlife Trust, the Malvern Hills Area of Outstanding Natural Beauty (AONB) Partnership and Malvern Civic Society also voiced objections

Now Malvern Hills District Council has decided to refuse the plan, citing its impact on the AONB.

In the refusal notice, development control manager Duncan Rudge wrote that: "The proposed development would not be sympathetic to the landscape character of the area, not safeguard or enhance the character of the natural environment, not be appropriate to and not integrate with the landscape character of the area and not relate to the sensitivity of the particular landscape of the vicinity".

He also said the proposed development was a "high-density development which would introduce a suburban character to the area" which would be at odds with the surrounding area, and that it would increase traffic using the Upper Welland Road/Wells Road junction to a dangerous extent.

David Tavener, clerk to Malvern Wells Parish Council, said: "The parish council put in quite a detailed objection to this application which in in the Area of Outstanding Natural Beauty. At our meeting, lots of residents were allowed to speak and no-one spoke in favour of it.

"So we're gratified that common sense had prevailed in this case and that planning permission has been refused."

Kler Group Ltd did not respond to a request for a comment.