Prepare cake batter according to the box directions, but cut back the amount of water required by ¼ of a cup. Leave amounts for oil/egg the same.
Line a 10½ by 15½ inch pan (aka jelly roll pan) with parchment paper, and I also sprayed mine with non- stick spray for extra assurance that it wouldn't stick.
Bake for approximately 10 – 12 minutes or until a toothpick comes out clean.
While the cake is baking, spread a clean dishtowel on the counter and sprinkle with powdered sugar on top of the towel. When cake is finished baking, take it out of the oven and quickly turn it over the kitchen towel. Carefully remove the parchment paper and discard. Starting from the short end, begin to roll the cake up WITH the dishtowel. Keep rolling until the cake is rolled into a tube. Let it cool completely for a few hours.
While cake is cooling, let's make the frosting!
In a mixer, blend the prepared frosting and cream cheese until very well incorporated.
Carefully unroll the cooled cake and spread the HALF icing over the entire surface of the cake, and then roll up again, being mindful not to push the icing out the end of the cake. Set the cake onto the serving dish and finish by using the remaining icing to ice the top of the cake.
Chill cake until ready to serve. When ready to serve, slice the cake in rounds starting from the short ends.