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Beano is unveiling a new look, kicking off with a snappy ad that explains what is, or isn't, "So Beano!".

For all you squares who don't know what "So Beano" is, the much-loved comic spells it out: "Anything awesome, cool, quirky or epic will now be known as So Beano. While fails, boredom and anything average will clearly sit in the No Beano camp."

Further work will be rolled out in late 2016 including TV spots across children’s programming. A TV sponsorship is also planned for early 2017.