Prepare the Dough: In a large mixing bowl, combine whole wheat flour, instant yeast, sugar, and salt. Gradually mix in warm milk and melted butter until a cohesive dough forms, then knead for 5-7 minutes until it feels smooth and elastic.

First Rise: Place the dough in a greased bowl, cover it with a cloth, and set it in a warm spot. Allow it to rise for about 1 hour until doubled in size.

Make the Filling: In a small bowl, mix together brown sugar and ground cinnamon until evenly distributed.

Roll the Dough: Once your dough has risen, gently punch it down to remove air, then roll it out on a lightly floured surface into a rectangle. Spread melted butter over the dough, and sprinkle evenly with your cinnamon-sugar mixture.

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

Second Rise: Cover the rolls again and let them rise for another 30 minutes.

Bake the Rolls: Preheat your oven to 350°F (175°C). Bake the rolls for 20-25 minutes.

Prepare the Icing: In a separate bowl, whisk together powdered sugar and a splash of milk until smooth.

Icing and Garnish: Drizzle the icing over the warm rolls and crown them with gummy worms.

Serve & Enjoy: Serve warm.