Cinnabon has deleted the above tweet and apologized for posting it in the wake of the death of beloved Hollywood legend Carrie Fisher.

The tweet said, “RIP Carrie Fisher, you’ll always have the best buns in the galaxy.” It was an obvious play on the actress’ famous hairstyle as Princess Leia in Star Wars:

Princess Leia was the most badass princess the whole universe far far away #RIPCarrie you'll be missed❤️? pic.twitter.com/mmvQBDtGoP — A free elf (@witch_fangurl) December 28, 2016

Although Cinnabon apologized for the tweet, Twitter reaction was mixed. Some people thought the outspoken icon wouldn’t have minded the attempt at humor or the twisted tribute.

@Cinnabon LOVED your tribute to #CarrieFisher, so sweet &fitting. Pun intended.Sorry you're getting bashed over it. She wouldve adored it. — Denna Beena (@dennabeena) December 28, 2016

@Cinnabon that sensitivity is something Carrie mocked. Rip Carrie! You definitely do have the best buns in the universe! ? — Lady Lisa: A Curvy Q (@ladyluck8987) December 28, 2016

Others agreed that the tweet was funny.

@Cinnabon it was funny, No need to apologize! — Roushan Bouzo (@RoushanBouzo1) December 28, 2016

Others felt that Cinnabon might not have realized the word “buns” was a double entendre.

But Cinnabon received enough blowback from the tweet that the retailer apologized.

“We are truly sorry,” the makers of mall cinnamon rolls tweeted. Cinnabon insisted that the tweet was meant as a tribute to Fisher, 60, who passed away on the morning of December 27 from cardiac arrest. Fisher had been hospitalized since suffering a massive heart attack on a flight from London to Los Angeles; the beloved actress, known for her iconic role as Princess Leia, never regained consciousness, said TMZ. An eyewitness had tweeted that Fisher was unconscious for 10 minutes on the flight after suffering the first heart attack.

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

Others felt any attempt at humor – or to promote a product – using Fisher’s death was unseemly. Some thought the tweet was sexist.

@Cinnabon tacky and sexist. I'll not patronize you again — Thom George (@Thomg57) December 28, 2016

@Cinnabon It's never, ever okay to use a death to promote your product. Obviously. — Darren Barefoot (@dbarefoot) December 28, 2016

Some thought Cinnabon was messing with the force.

Either way, it got people thinking about Cinnabons.

@DeLuxODonnell92 I get it but I saw a tribute as well. And it made me rather crave a Cinnabon — Darin Munnell (@BigD923) December 28, 2016

Tweeting a joke about a beloved star’s death – no matter how well meaning – was risking controversy, especially when it comes to Fisher, who has legions of fans from her Princess Leia days. And they are not hesitant to speak up in her defense.

Read more about Carrie Fisher’s untimely death here: