01 - Preheat the oven to 400°F. Line a baking sheet with parchment paper.
02 - In a medium bowl, mix the softened cream cheese, shredded cheddar, diced jalapeños, bacon (if using), garlic powder, smoked paprika, and black pepper until well combined.
03 - Unroll the puff pastry sheet on a lightly floured surface. Evenly spread the cheese mixture over the pastry, leaving a 1/2-inch border along one long edge.
04 - Starting from the opposite long side, tightly roll up the pastry into a log. Pinch the edge to seal.
05 - Using a sharp knife, slice the log into 1/2-inch thick pinwheels. Place them cut side up on the prepared baking sheet, spacing slightly apart.
06 - Brush the tops lightly with beaten egg.
07 - Bake for 15–18 minutes, or until golden brown and puffed.
08 - Cool for 5 minutes before serving.