Australian icon, Vegemite, is launching its first ever cross promotional campaign to celebrate its 90th birthday this month.

Mondelez, which owns Vegemite, is teaming up with egg, avocado, and tomato suppliers to expand the spread’s range of use.

The spread is most commonly associated with toast and butter, or the typically Australian sandwich of cheese and Vegemite.

The campaign sees Vegemite positioned as an accompaniment to other meals, such as poached eggs on toast or lunch slices with avocado.

Produce stickers and packet labels are being rolled out in major supermarkets this month to support the campaign.

Mondelez, formally known as Kraft, has also launched a social media campaign encouraging fans to come up with new recipe ideas.

According to the FMCG company, two out of five Australians start their day with Vegemite every week.

Almost 1.1 billion jars of the salty spread have been manufactured since it first hit shelves in 1923.

Two jars of Vegemite sell every three seconds in Australia.