Spray a 9×13 baking dish with cooking oil. Set aside.

In a mixing bowl, combine the warm milk, yeast, and honey. Let sit for 5 minutes until foamy.

Melt 1/3 cup of the butter and add it to the yeast mixture along with the eggs.

Add the salt and sugar and begin to whisk gently while gradually adding the flour.

Whisk until fully incorporated and the dough forms into a sticky mound and no dough is left on the walls of the mixing bowl.

Remove the dough and lightly drizzle some oil into the bowl. Return the dough to the oiled bowl, cover, and let sit in a warm space for 1 hour or until the dough has doubled in size.

Lightly dust a flat surface and begin to press the dough into a rectangular shape. Then roll the dough out until it is 1/4” thick.

Using your hands, spread ½ cup of the butter across the whole surface of the dough leaving about 1/4” around the edge of the whole rectangle.

Mix the brown sugar and cinnamon and spread it over the butter.

Roll the dough along both sides of the long edge tightly until they meet in the middle.

Using a sharp knife, cut the roll into 12 equal pieces.

Pinch the bottom of the curled roll forming a heart shape.

Place each roll into the prepared 13 x 9 dish, leaving some space between each roll.

Let the rolls sit covered in a warm place for an hour until the rolls have doubled in size.

Preheat the oven to 350°F.

Cook the rolls at 350°F for 25 minutes.

While the rolls are cooking, mix the confectioner’s sugar with 3 tablespoons of the butter, as well as the cream cheese.

Add the vanilla and milk until the frosting forms.

Mix in the beetroot powder until the desired color is achieved.

Remove the rolls from the oven.

Drizzle the warm rolls with the frosting.

Top with the sprinkles and enjoy with your loved ones.