In a large mixing bowl, combine whole wheat flour, instant yeast, sugar, and salt. Gradually pour in warm milk and melted butter, stirring until the mixture comes together. Knead the dough on a floured surface for 5-7 minutes until smooth and elastic.

Place dough in a lightly greased bowl, cover with a clean kitchen towel, and let rise in a warm area for about 1 hour, until doubled in size.

Prepare the filling by mixing brown sugar and cinnamon in a small bowl until well combined. Set aside.

Punch down the dough and roll it out on a lightly floured surface into a rectangle, about 1/4 inch thick. Brush melted butter over the dough and sprinkle the cinnamon-sugar mixture evenly.

Starting from one edge, tightly roll the dough into a log. Slice the log into 1-inch pieces and place them cut-side up in a greased baking dish.

Cover the prepared rolls with a damp towel and let rise for an additional 30 minutes.

Preheat oven to 350°F (175°C). Bake for 20-25 minutes or until golden brown.

While the rolls are baking, whisk together powdered sugar with a splash of milk until smooth.

Once rolls are baked, drizzle icing over them and top with gummy worms for decoration. Serve immediately.