Cinnabon has come under fire for posting a picture of Carrie Fisher as Princess Leia with their Cinnabon roll as her hair.
Several tributes have been made to the famed actress since she passed away on Dec. 27, but none were met with greater disapproval than Cinnabon's.
The baked goods company used their Cinnabon roll to recreate the image of Fisher's iconic "Star Wars" role as Princess Leia, the Daily Mail reported. Cinnabon posted the photo on their Twitter account.
"RIP Carrie Fisher, you'll always have the best buns in the galaxy," the caption read.
The tweet was posted at about 1:30 p.m. on Dec. 27, but was swiftly deleted after several Twitter users called the company out for using the actress's death to promote their product.
"Smh [Cinnabon] for advertising their cinnamon rolls on Carrie Fisher's death," wrote one user.
"So [Cinnabon] thinks death is a cool promotional tool #CarrieFisher," wrote another.
"And the award for 'Most Tasteless Brand Reaction To A Celebrity Death' goes to [Cinnabon]," tweeted another user.
Other social media users took a more creative approach:
Cinnabon issued an apology statement soon thereafter.
"Our deleted tweet was genuinely meant as a tribute, but we shouldn't have posted it," read the company's statement. "We are truly sorry."
The company had previously made the "Stars Wars" reference on May 4, a day that is largely considered to be Star Wars Day. They tweeted that Princess Leia had the "second-best rolls in the galaxy."
General Mills has also recently faced backlash for brand promoting after a celebrity's death. When recording artist Prince passed away in April, the company tweeted "rest in peace" with a Cheerio over the letter "i," Fortune reported.