Heat the milk in a small saucepan over medium heat until it just begins to boil. Remove from heat and let stand until cooled to room temperature.
Meanwhile, sprinkle the yeast over the warm water in a large bowl.
Add 1 T of the sugar and let stand until foamy, about 5 minutes.
Beat in the remaining 2 T sugar, eggs and butter. Beat in cooled milk. Gradually add the flour and salt, scraping down side of bowl, until a soft dough forms.
Turn dough onto a floured work surface and knead the remaining flour into the dough, adding more flour if too sticky. Knead for about 10 minutes until smooth. The dough will be soft.
Grease a large bowl. Place the dough in the bowl. Cover with plastic wrap and place in a warm spot until doubled in size, about 1 1/2 hours.
Line a regular and mini size loaf pan with parchment paper. (if you don't have a mini loaf pan, you can use a muffin tin) .
In a small bowl, combine the sugar, cocoa powder, cinnamon and cayenne; set aside.
Punch down the dough.
Dump the dough out onto a floured surface, roll out the dough into a 10-by-18-inch rectangle.
Spread the Nutella over the dough, leaving a 1-inch border on the sides.
Brush the borders with water. Tightly roll the dough into an 18-inch log, rolling toward the clean border; pinch the seam to seal.
Cut the ends off.
Place the ends in a small loaf pan or (muffin tins that have been sprayed with baking spray.)
Place roll seam-side down on the baking sheet. Cut the log in half so you now have two logs to work with. Cut the first half of the log in half lengthwise with a chef's knife.
Twist the two halves together, crossing one over the other a few times. Pinch the end together, then tuck both pinched ends under the loaf slightly.
Carefully place in the first parchment lined loaf pan.
Repeat with the second log and place in the other parchment lined loaf pan (if you don't have two loaf pans, you could bake the other log on a parchment lined baking sheet)
Cover the loaf loosely with plastic wrap and set aside in a warm place until plump, 30 minutes.
Preheat the oven to 350 degrees F.
Uncover the loaf and brush butter on the loaf (and the rolls).
Sprinkle on the cocoa-sugar mixture.
Bake the bread, rotating the baking sheet halfway through, until golden brown (a thermometer inserted into the middle should register 170 degrees F to 175 degrees F), 30 to 35 minutes. (check the rolls as they may be done a few minutes before)If you have any butter left, brush some on the bread hot of the oven and sprinkle a little more of the cocoa-sugar mixture.