Pasta firm Barilla's ads to be more inclusive after gays criticise them

Italian pasta maker Barilla has responded to the global storm caused by its chairman's comment that he would never use a gay family in his advertising by saying it planned to make the company more diverse and run a more inclusive TV ad campaign.

Guido Barilla's remarks to a radio interviewer in September led to calls by gay rights groups to boycott the products of the world's biggest pasta maker, a company more than 130 years old.

Social media quickly spread the comments that gave rise to numerous internet satires, including one posted on Facebook and Twitter showing the trademark blue Barilla pasta box with the letters "Bigotoni" on it rather than "Rigatoni".

Chairman Barilla, the 55-year-old great grandson of the company's founder, has since held at least eight meetings with gay organisations and activists both in Italy and in the United States, a market where it is counting on growth.

"Italy is a very insular country," company spokesman Luca Virginio said, adding that the firm had been shocked by the global backlash.

"The meetings have helped open our eyes and ears to the evolution taking place in the world."