Historic toffee factory to be turned in new homes
But villagers object to plans for former Blue Bird site
IT is the end of an era for an iconic Midland toffee factory which is set to be turned into a new housing estate.
The Blue Bird toffee building has been standing in Romsley, near Halesowen, for nearly 100 years.
But developers have now been granted permission to build 108 homes on the site, in Bromsgrove Road, which was built in the 1920s by a pioneering Birmingham businessman.
Some of the iconic buildings will be retained, but the rest will be demolished in the coming months.
The factory was built in 1925 by Blue Bird’s founder, Sir Harry Vincent, and was almost as forward thinking as Cadbury’s Bournville estate.
Like the Cadbury site, the Blue Bird factory involved the building of a model village, with a shop, post office, leisure facilities and welfare provision for its workers.
The factory closed in 1998 and the sprawling site has been derelict ever since.
Now developers Severn Homes have bought it and have been granted planning permission by Bromsgrove
District Council to build more than 100 homes. The properties will be a mixture of detached, semi-detached and terraced homes.
The grade II-listed factory frontage will be restored and converted to 22 apartments and townhouses.
Local parish councillors objected to the plan, claiming it will increase traffic and that there will not be adequate green space for families who move into the homes.
Paul Smith, chairman of Hunnington Parish Council, said that the development would double the size of the village of Romsley.
“We are only a small community and it is clearly marketed as a luxury development and doesn’t in any way shape or form provide any form of inclusion. It does totally the opposite,” said Mr Smith.
“The site is in an unsustainable location not within walking distance of any amenities. The future occupants will rely on private vehicles.”
The factory, with its imposing entrance of Doric columns, was built at a cost of £250,000 in 1925, over £7 million in today’s terms.
In its heyday, Blue Bird was as well known in the confectionary world as Cadbury’s and Fry’s, and exported its products to more than 70 countries. Its famous slogan was ‘Blue Bird – Britain’s Best Toffee’.
Jonathon Richards, managing director of Seven Homes, said: “Our plans aim to breathe a new lease of life into the site, by restoring and maintaining its heritage, whilst introducing new and attractive, purposebuilt homes for the existing and its future on-site community to enjoy for generations to come.”