Sergeant Dan the Creamoata Man

Sergeant Dan the Creamoata Man is a true Kiwi icon and was the face of New Zealand's national breakfast for many years.

Produced by Fleming of Gore, a miller in Southland, his image was emblazoned on packets of Creamoata, from as early as 1915 through to the 1960's. He first appeared as a scout with a military hat and toy rifle, emerging in the 1950's as a scount pursuing sporting activities with vim and vigour, fuelled by his Creamoata breakfast.

It was during this postwar period Sergeant Dan was elevated to folk hero status, and thousands of youngsters throughout New Zealand would scrape their porridge plates clean, encouraged by the images at the base of the bowl. A six metre high mounting of Sgt Dan remains on the 1877 heritage protected building overlooking Gore.

"I am the man!" says Sergeant Dan,
"I care not one iota,
For who can be,
As strong as me,
When I have my creamoata!"