Open cinnamon roll can (there should be 8 cinnamon rolls.) Set two cinnamon rolls aside. Also, set aside the icing cup that comes with the cinnamon rolls. We'll use that later.
Grease a baking sheet (or line with parchment paper) and unroll six of the eight cinnamon rolls.
Shape each cinnamon roll into a heart, firmly pinching the ends together at the top of the cinnamon roll to close the heart shape.
Once all cinnamon heart shapes are made, unroll the two remaining cinnamon rolls and cut each into three equal pieces.
Flatten the cut pieces and fold each one into a V-shape.
Place V-shape pieces into the base of each of the hearts and spread out
Place baking sheet into the oven and bake for 5 minutes. Doing this allows the cinnamon rolls to firm up a bit and create a small cup for the jelly.
Take cinnamon rolls out of the oven and add about a tablespoon of strawberry jelly to the center of the heart and spread. The jelly should form another heart shape inside the cinnamon roll.
Place the baking sheet back into the oven and bake for 4-5 minutes longer until golden brown.
Using a spatula, transfer the cinnamon rolls to a baking rack to cool.
Using the icing that came with the cinnamon rolls, drizzle it across the finished hearts. You may need to warm the icing up in the microwave slightly so that it's easier to drizzle (just don't forget to remove the aluminum top that comes on top of the icing cup.)
We like to use strawberry jelly to fill the centers but you can use any flavor of jam or jelly you want. Raspberry is another personal favorite.
You want to get the cinnamon rolls that come in a pack of eight - not the large, Grands cinnamon rolls.
This recipe makes 6 cinnamon rolls. You will be using two of the leftover cinnamon rolls in the package to make the bottoms of the hearts.
You can easily double this recipe to serve more people!
Add some holiday themed sprinkles to the top to give them a little more flair.
If you have any leftovers of this Valentine's Day Cinnamon Roll Recipe you can store in an airtight container for up to 2-3 days (although they are best the day they are made.) You can rewarm them in the microwave for about 10-20 seconds just before icing starts to melt.