• Heat milk, vegetable oil, and sugar in a medium saucepan over medium heat, stirring occasionally, until it's hot, but not at the point of boiling. It should be about 170-180 degrees.
• Pour milk mixture into the bowl of a stand mixer with paddle attachment (if you don't have a stand mixer, you can do it by hand- see notes below) and let rest for about 10 minutes to cool a bit (you want it at about 110 degrees). Sprinkle yeast over the top of milk mixture. Let sit for 5 minutes.
• Add flour and salt to milk mixture and mix on low for 1 minute, until flour is incorporated. Switch to dough hook attachment and add orange food coloring to mixture. Knead on medium speed until dough is comes together and is smooth, 6-8 minutes.
• Transfer dough to a lightly greased mixing bowl, cover with a towel, and place in a warm location. Let dough rise for about an hour, until it doubles in size.
• Once dough has risen, punch it down and place on a lightly floured surface. Roll dough out into a rectangle, about 12×16 inches.
• Using a knife spread chocolate cinnamon filling over the entire dough rectangle, all the way to the edges. Sprinkle chocolate chips over the top, if using.
• Roll the dough lengthwise into a tight log, and use a sharp knife or unflavored dental floss to cut the log into 12 equal slices (about 1 ¼" thick). Arrange rolls in a pan 9x16 baking pan lightly sprayed with cooking oil or brushed with melted butter.
• Cover pan with a towel and place in a warm area to rise for about 45 minutes.
• When rolls are almost done rising, preheat oven to 350 degrees.
• Bake rolls for about 20-22 minutes, until cooked through and no longer doughy.
• Let cinnamon rolls rest for about 5 minutes before drizzling with vanilla icing and adding sprinkles, if desired.

Chocolate Cinnamon Filling

• Add all ingredients except chocolate chips to a medium bowl and use a wooden spoon or rubber spatula to combine.

Vanilla Icing

• Add all ingredients to a small bowl and whisk to combine.