First combine the flax meal with the first measure (1/2 cup) of warm plant milk & whisk smooth.
Add a pinch of sugar to the other measure of plant milk (1 cup) then add the dry yeast & whisk smooth *If using instant yeast skip this step & add it to the flour
Let both mixtures stand for 5 minutes to thicken & the yeast will get frothy
Combine the flour, sugar, spices & salt into the work bowl of your electric mixer
Once the flax paste is thick & the yeast is frothy add both to the flour mixture & start mixing with a dough hook
Mix just to combine everything together, about 1 minute or so and you will have a shaggy looking dough
Add the softened butter & mix well.
The dough will look very mushy and like it is not coming together, you may have to help it with a spatula & it will eventually come together.
I added another approximately ¼ cup of flour to help it form a soft ball of dough that no longer sticks to the sides or bottom of the bowl
Continue mixing with the dough hook for 8 minutes on medium speed then turn the speed down to low and mix for another 4 minutes
Turn the dough out into a lightly oiled bowl, cover & rest for approximately one hour in a warm spot to double in size
In the meantime prepare the chocolate schmear by bringing the water & sugar to a boil then add the cocoa powder & cinnamon, whisk smooth set aside to cool
Once the dough has doubled in size, turn it out onto a lightly floured surface & roll to approximately 12" x 18" (the same size as a half sheet pan)
Pour the entire chocolate schmear over the dough & spread evenly
Sprinkle the *optional chocolate chips then roll up the dough jelly roll style.
Cut the log in half so you have 2 logs of dough each approximately 9" long. Then cut each log in half lengthwise to expose the filling
Twist the cut logs & place into the greased pans
Cover once again & let them double in size
Brush with your favorite wash or use aquafaba then bake in a preheated 335°F oven for 10 minutes then turn the oven down to 300°F for another 35 minutes, or when they reach 200°F internally with an instant read thermometer.
Allow to cool in the pans then turn out onto a cooling rack to cool completely