In a large bowl combine 2 ¾ cups flour, ½ cup sugar, 1 packet instant yeast, ½ teaspoon salt, and 1 teaspoon cocoa powder. Stir until uniform.

In another bowl combine warm milk, ¼ cup melted butter, 1 egg, 1 teaspoon vanilla, and 1 tablespoon red food coloring. The color should be even.

Add wet ingredients to dry gradually and mix until a soft dough forms; add flour one tablespoon at a time if sticky. The dough will feel tacky but not sloppy.

Transfer dough to a floured surface and knead for 5–7 minutes until smooth and elastic; the dough should spring back when pressed.

Place dough in a greased bowl, cover with a damp cloth, and let rise for 30 minutes or until doubled in size.

Meanwhile, stir together the filling ingredients until spreadable.

Once the dough has risen, punch it down and roll it into a ¼-inch-thick rectangle. Spread filling evenly, leaving a thin border.

Starting at the long edge, roll tightly into a log and pinch seam to seal. Cut into 12 equal pieces. Shape each piece into a heart by pinching the top and flattening the bottom.

Preheat oven to 350°F (175°C). Place hearts in a greased dish with small gaps, cover, and let rise for 15 minutes.

Bake for 25–30 minutes until golden at the edges and set in the center.

For the frosting, beat cream cheese and butter until smooth, add powdered sugar and vanilla, thin with milk if needed, and frost the warm rolls generously.