Cinnabon’s treats usually send people into sugar comas, but some didn’t find one of its recent tweets all that sweet.
“RIP Carrie Fisher, you’ll always have the best buns in the galaxy,” the tweet read.
The tweet was deleted but captured by FOX 5 DC reporter Jim Lokay, who said he thought it should win an award for the most tasteless brand reaction to a celebrity death.
And many other Twitter users agreed.
“if they have a HR department, they need to have the tweeter go to sensitivity training TODAY! it's too soon & nt clever,” wrote a user named Be Awkward, it's Ok!.
“Wow @Cinnabon. You guys really thought this was the time for product placement? Tasteless. Like your rolls,” tweeted Kara McLeod.
The brand later apologized, saying it didn’t mean to be insulting.
Our deleted tweet was genuinely meant as a tribute, but we shouldn't have posted it. We are truly sorry.— Cinnabon (@Cinnabon) December 28, 2016
But this wasn't the first time it shared the image, albeit with a different caption.
"Here’s to the princess with the second-best rolls in the galaxy. #MayThe4thBeWithYou," Cinnabon tweeted on May 4, unofficially known as Star Wars Day.
But others thought Tweeters angry about the most recent tribute needed to calm down.
“People are too sensitive these days,” tweeted Shanna S.
@Cinnabon I didn't think there was anything wrong with it. I thought it was cute. People are too sensitive these days— Shanna S (@PinaCocoblog) December 28, 2016
“Someone obviously thought enough of her to take the time to draw her in flour...probably a huge fan,” tweeted Sofari Haze.
And some even speculated that Fisher, who never took anything too seriously, would have loved it.
“Carrie Fisher had a sense of humor unlike the trolls of Twitter,” tweeted Del Williams.
Also on HuffPost