Combine 2 cups flour, sugar, dry yeast and salt in stand mixer bowl and mix with bread hook attachment until blended. Place water and butter in a microwave-safe bowl. Microwave on HIGH in 15 second increments until very warm but not hot to the touch (120° to 130°F. Butter won’t melt completely). Add to flour mixture with egg, mixing on low to combine. Mix on medium for 2 minutes, scraping bowl. Add 1 cup of flour, mix another minute on medium heat, scraping sides of bowl. Continue to stir in just enough remaining flour so that dough forms a ball that doesn’t stick to sides of bowl, about 3-4 more minutes. Transfer dough to a floured countertop.
Roll dough into a 15 x 10-inch rectangle using a rolling pin. Spread chocolate hazelnut spread over dough, stopping 1/2-inches from the edges on the long sides. Beginning at long end of each rectangle, roll up tightly. Pinch seams to seal. Cut into 12 equal pieces. TIP: Use unflavored dental floss instead of a knife to cut rolls. To do, cut a piece of floss about 12 inches long. Slide floss under the roll; bring the ends up and cross over to cut each slice. Place, cut sides down, in prepared a 9×13 inch baking dish sprayed lightly with cooking spray. Place rolls in a warm (175 degrees F.) oven for 15 minutes. Should be just about doubled in size. Remove from oven, increase heat to 350 degrees F. Bake rolls for 20-22 minutes or until baked through. Remove and let cool.
Place powdered sugar and heavy cream into a medium bowl whisking to combine. Should be a nice drizzling consistency. Add more cream to thin or more powdered sugar to thicken. Drizzle icing over rolls and serve with warmed or room temperature.