Sainsbury’s sign leads to Costessey confusion

A misleading supermarket sign has led to traffic chaos down a Costessey road, councillors claim.

The Sainsbury's sign, which is based near the store's location in Longwater Retail Park, is there to redirect vehicles to the correct entrance, following the creation of a one-way access point.

However Norfolk County councillor Tim East said that the fact it wrongly says Longwater Lane Retail Park has caused drivers to set their sat-navs to nearby Longwater Lane, causing trucks to get stuck on Taverham Bridge.

And despite efforts alongside parish council chairman Vivienne Bell to amend the problem since the sign was installed around a year ago, they have had no luck.

Mr East, who suggested the sign could be amended with a lick of paint, added 'I've stopped lorries turning down there myself and had to redirect them and they've asked where Sainsbury's is. You also get lorries trying to turn around on Longwater lane, which is a major rat run anyway.'


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The sign follows on from a previous mistake that saw traffic directed down the road because letterheading and receipts identified the store as being on the road.

A Sainsbury's spokesperson said: 'We're very sorry for any disruptions caused by our lorries. All of our drivers use directions from the depot and we've since updated our journey plans to avoid further problems.'

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