Preheat oven to 375 and grease and line a 12x17 inch baking pan with parchment paper (this is the standard size cookie sheet fyi). Or grease and flour.
In a medium bowl mix together flour, baking soda and pumpkin pie spice. Set aside
In another bowl whisk together eggs and sugar. Whisk in pumpkin puree followed by lemon juice. Pour mixture into prepared pan and spread the mixture evenly.
Bake in preheated oven for about 12-15 minutes or until cake springs back when touched lightly.
While the cake bakes, lay a clean, unscented, lint free towel on the counter and sprinkle with ¼ cup of confectioners sugar.
Allow the cake to cool about 5 minutes in the pan and then turn the cake onto the towel leaving only ½ inch of towel exposed at one short end. Start rolling the cake and towel together lengthwise at the end with the smallest overhang. Place the cake rolled in the towel on a cooling rack and let cool completely.
Make the icing: cream the cream cheese, butter, vanilla and 1 cup confectioners sugar together with an electric mixer.
When cake has cooled, gently unroll cake and spread the icing with a small offset spatula about ¼ inch thick leaving about a ¼ inch without frosting at one short end. You are going to roll towards this end!
Carefully re-roll the cake, making sure to tuck filling into the starting curl so that there is filling at the very center of the roll. Spread extra frosting on top in decorative swirls and sprinkle with cinnamon.
Keep the cake refrigerated and slice right before serving.
If you only want to put frosting inside the cake, make half this recipe (or the first one above!)This is the recipe for the size roll that is on the blue plate with frosting on the top.
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