In cup dissolve yeast in water with 1/2 teaspoon sugar. Let stand for 5 minutes. In mixer bowl combine 3 cups flour, remaining 1/3 cup sugar and the salt. At low speed gradually beat in milk, oil, eggs and yeast mixture; beat until well blended. Beat in additional flour (about 1 1/2 cups) until dough pulls away from the sides of bowl. On floured surface knead dough until smooth and elastic, 8 to 10 minutes. Place in a greased bowl, turning to grease top. Cover and let rise in a warm, draft free place until doubled in bulk, 1 hour.
Filling: In mixer bowl beat all ingredients until smooth; set aside. Grease two 9 inch round cake pans. On lightly floured surface roll dough into an 18x10" rectangle. Spread with filling. Roll tightly from long side. Cut into fourteen 1 1/4 inch slices. Place 1 roll cut side up in center of each pan. Arrange remaining rolls in a circle of 6 around the center roll. Cover and let rise until doubled in bulk, 30 to 40 minutes.
Preheat oven to 350 degrees. Bake 25 to 30 minutes, until golden brown. Cool in pans 10 minutes. Invert onto wire racks, then invert again to cool.
Icing: In medium bowl whisk all ingredients until smooth. Drizzle over cooled rolls. (Can be made ahead. Wrap well and freeze up to 1 month. Thaw, wrapped, at room temperature. ) Makes 14 rolls.
Nutrition per roll: 410 calories 14 gm fat 6 gm protein 67 gm carbohydrates 250 mg sodium 60 mg cholesterol