Make the Dough: In a large bowl, or the bowl of a stand mixer fitted with a dough hook, combine the bread flour, yeast, caster sugar, and salt. Give it a quick whisk to mix everything together.

Combine and Knead: In a separate jug, mix the lukewarm milk, melted butter, and beaten eggs. Pour the wet ingredients into the dry ingredients. Mix until a shaggy dough forms, then knead for 8-10 minutes on a lightly floured surface (or with the dough hook on a medium speed) until the dough is smooth, elastic, and springs back when you poke it.

First Prove: Place the dough in a lightly oiled bowl, cover with cling film or a clean tea towel, and leave it to rise in a warm place for 60-90 minutes, or until it has doubled in size.

Prepare the Fillings: While the dough is proving, make the cheesecake filling. In a medium bowl, beat the room temperature cream cheese, caster sugar, vanilla extract, and lemon zest until smooth and combined. In a separate small bowl, mix the strawberry jam with the diced fresh strawberries.

Roll and Fill: Once the dough has doubled, tip it out onto a lightly floured work surface and gently knock it back. Roll it out into a large rectangle, approximately 40cm x 30cm.

Spread and Swirl: Carefully spread the cheesecake filling evenly over the dough, leaving a 2cm border along one of the long edges. Dollop the strawberry jam mixture over the cheesecake filling, then sprinkle the ground cinnamon evenly over the top.

Roll and Slice: Starting from the long edge opposite the clean border, roll the dough up tightly into a log. I find that using dental floss is the best way to cut the rolls cleanly; slide a long piece under the log and cross the ends over to slice through. Cut the log into 12 equal-sized rolls.

Second Prove: Arrange the rolls, cut-side up, in a lightly greased 23cm x 33cm baking dish. Leave a little space between them. Cover again and let them prove in a warm place for another 30-45 minutes until they look puffy and are touching.

Bake the Rolls: Preheat your oven to 180°C (160°C Fan/Gas Mark 4). Bake the rolls for 25-30 minutes, until they are a beautiful golden brown and the filling is gently bubbling. Let them cool in the dish for about 10-15 minutes.

Ice and Serve: While the rolls are cooling slightly, make the icing. Beat the softened cream cheese, sifted icing sugar, and vanilla extract together until smooth. Add the milk, one tablespoon at a time, until you have a thick but pourable consistency. Drizzle generously over the warm rolls and serve immediately.