Melt the butter gently, then mix it with warm milk, sugar, and yeast. Let sit for 10 minutes until foamy.
In a large bowl, combine flour, salt, and pink food gel. Pour in the yeast mixture and stir until a rough dough forms.
Knead the dough on a floured surface for 8–10 minutes until smooth and elastic.
Place dough in a greased bowl, cover, and let rise for 1–2 hours, until doubled in size.
Meanwhile, cook raspberries, sugar, water, and cornflour over low heat until thick. Stir in jam and diced strawberries. Cool completely.
Preheat oven to 350°F (175°C) and grease a 9×13 baking dish.
Roll dough into a rectangle about ¼-inch thick. Spread filling evenly, leaving a small edge uncovered.
Roll tightly into a log and slice into 9–10 rolls. Arrange in the baking dish.
Cover and let rise again for 40–60 minutes, until puffy.
Brush lightly with milk and bake for 25–30 minutes, until golden. Cool slightly.
Beat butter and cream cheese until smooth. Mix in icing sugar, vanilla, milk, and crushed strawberries.
Spread frosting over warm rolls and finish with fresh strawberry slices.