Shropshire Homes wants to change the plans agreed and approved by Telford & Wrekin Council for the former Dairy Crest site in Crudgington.
The previous approval allows the construction of 111 homes and commercial units at the location.
Shropshire Homes has now written to Telford & Wrekin Council asking for the authority to reconsider the location of the shops within the plans.
A letter from Andrew Sheldon to Telford & Wrekin planning department said: "Shropshire Homes intends to develop the site following approval of reserved matters.
"However, our very strong view is that the commercial units are not located in the correct place.
"As you will appreciate, in order for a housing development to be delivered, saleability of the properties being constructed is absolutely critical.
"Our view is that it is vitally important to create an attractive entrance to the site to maximise the saleability of the development."
Mr Sheldon said that having the units at the front of the site would make it less attractive to people wanting to buy the homes.
He wrote: "The approved location of the commercial units at the site entrance seriously undermine the attractiveness of the whole development both visually and due to the perception of potential purchasers of noise from vehicles from visitors and deliveries etc.
"The proposed location will be less visually intrusive and impact on fewer properties than in its current location.
"It will also allow for a much improved gateway to the site providing a far better street scene."
Dairy Crest officially closed the plan on the site in February 2015.
The Cathedral City cheese and Clover spread maker first announced plans to shut the factory in September 2009.
It then went through a process of winding down the operation in the village, and completed it in the last three months of 2014.