Sergeant Dan still keeps guard on the former Flemings mill,
in Gore, where Creamoata was produced. Photo by Gerard
At ease, Sergeant Dan, the Creamoata Man - the national
breakfast has been dismissed.
Food giant Nestle confirmed it has discontinued production of
Creamoata oats, and supply is likely to cease from the New
While oats had grown in popularity with the public in recent
years, Creamoata, formally made in Gore, had a declining but
"loyal" fan base, Nestle New Zealand corporate services
manager Maurice Gunnell said.
After Goodman Fielder purchased the Flemings range of
products in May 2006, production was shifted to Australia and
the product was marketed under the Uncle Toby's brand.
Declining demand, coupled with drought in Australia, meant
the timing was right to discontinue Creamoata, a smoother
version of rolled oats, he said.
Foodstuffs, which owns the Pak'n Save and New World
supermarkets, no longer stocks the brand and other grocery
stores were likely to run out in the new year, Mr Gunnell
Nestle had received many calls from shoppers concerned about
the possible unavailability of the product, and was
responding by sending recipes on how to make home-made
The recipe involves processing rolled oats into a fine or
medium mix before cooking.
Gore Mayor Tracy Hicks said both he and his dog ate rolled
oats every day, and it was sad to hear about the decline of
"Flemings Creamoata is a name synonymous with the Gore
district, and good, healthy Scottish breakfasts. It will be
sadly missed," he said.
He did not eat the Australian product, preferring locally
sourced rolled oats from Dunedin company Harraways.
Sergeant Dan's Stockfoods Ltd managing director Daryl Moyles,
who purchased the former Gore mill in March 2005, said the
company also owned the intellectual rights to Sergeant Dan.
"We get people all the time coming in to ask us about the
porridge, especially older people who grew up on the stuff."
The factory now specialised in stock feed for horses and
calves, and continued to market the product with the Sergeant
Dan name and logo, he said.
"Some people spend a fortune on brand names and logos. We
have the perfect one, who is working well for us."
He had collected memorabilia from when Creamoata was produced
at the mill and the earliest advertisements dated back to
1919, he said.
Up to five rail wagons a day of creamoata left the plant
during its heyday in the 1950s, he said.