Kelpo is packaged in a small, yellow box that depicts an image of a piece of kelp with a face, named Kelpy. The cereal's name is written at the top in dark blue text and in all caps, and also says "with one of 8 essential prizes inside!" on an orange burst effect. It could possibly be related or made up of kelp, hence its name and the mascot.
Role in series
Kelpo appears quite frequently throughout the series. A fish tries to pass a box of Kelpo off as SpongeBob in "Prehibernation Week" and SpongeBob is seen eating it in "The Bully" while Flats is punching him. The brand's most prominent featuring is in "Waiting," in which SpongeBob needs to collect 99 box tops from Kelpo boxes before eating all the cereal to obtain a free toy in the mail.
In "Sentimental Sponge," SpongeBob gathers many Kelpy toys due to his obsession over items at that time.
Kelpo also appears in the episode "Larry's Gym", Larry tells SpongeBob to do some crunches, but he takes it literally and crunches on some Kelpo.