As tributes pour in for Carrie Fisher following her untimely demise this week, cake company, Cinnabon, have been forced to apologise after posting a tasteless reference to the star.
In the wake of her death, the company were accused of commercialising death after creating an image of the iconic actress with the help of cinnamon and cinnamon rolls.
Alongside the image, the Twitter post contained a questionable reference which read: "RIP Carrie Fisher, you'll always have the best buns in the galaxy."
And the award for "Most Tasteless Brand Reaction To A Celebrity Death" goes to @Cinnabon. #fox5dc pic.twitter.com/XCraFJTZX2
— Jim Lokay #fox5dc (@LokayFOX5) December 27, 2016
And, unsurprisingly, Twitter users were far from impressed with the company's decision to use the star's death to advertise their products.
"Never, never use a death to promote your brand. Poor taste," wrote one member of the public while another added: "Tacky. Get over yourself and stop capitalizing on the tragic loss of an icon."
Responding to the criticism, the company deleted the post before issuing an apology, writing: "Our deleted tweet was genuinely meant as a tribute, but we shouldn't have posted it. We are truly sorry."
Carrie Fisher's mother Debbie Reynolds passed away just days after her daughter's death this week.
