Love it or hate it — Marston's Ashes Marmite

Marston's has fired the first salvo in the battle for the Ashes this year with news of a tie up with Marmite.

The brewer has launched Pedigree Marmite, a special limited edition cricket-themed version of the "love it or hate it" toast spread.

The new Marmite is made with yeast from the Pedigree brew and comes in a specially designed cricket ball jar. It will form part of a wider campaign to "take on the lager drinking, Vegemite munching Aussie fans head to head," said Marston's marketing manager Des Gallagher.

Vegemite, also a yeast extract, has a similar following to Marmite Down Under and is made with yeast from a brewery which makes VB, the official beer of Cricket Australia.

"We're absolutely delighted to be able to take our support of England's cricketers against the Aussies to another level," said Gallagher. "It's the quintessential Englishness of both the game and the cask beer that works so well with Marmite."

Beer Academy co-founder Rupert Ponsonby said the new edition was "every Marmite and beer lovers dream.

"With its subtle, complex and long spicy finish. This is a truly English affair," he added

The brewer and brand-owner Unilever have made 500,000 jars, which will be available from this week.

Separately Marston's announced a new partnership with cricket charity The Lord's Taverners last week, which included the launch of a new beer, The Lord's Taverners Ale.

A percentage from each pint sold throughout June will go to the charity, which promotes youth cricket. It is a golden 4.2% abv beer, which will appear as a guest ale in Marston's pubs and cricket grounds nationwide.

"We are delighted to raise money for The Lord's Taverners through dedicated activity across our pub estate and through the beer," said Marston's marketing director Peter Jackson.