Combine warm milk, eggs, butter, sugar, salt and yeast in the bowl of a stand mixer. Whisk by hand until combined. Add flour and mix with a wooden spoon until a shaggy dough forms. Attach dough hook and mix on medium speed until dough is smooth, soft, and no longer sticks to the bowl, 3-5 minutes.
Transfer to a lightly greased bowl, cover with a clean dish towel, and let rise in a warm spot until doubled in size, 1½-2 hours.
To prepare the filling, mix together brown sugar, cocoa powder and cinnamon in a small bowl.
Gently deflate dough and transfer to a clean, lightly floured surface. Roll it out to a 9×18-inch rectangle. Spread with Challenge Chocolate Butter Snack Spread and sprinkle filling mixture evenly over top.
Starting with the long edge, roll the dough into a tight log and cut into nine 2-inch slices. Place the cut rolls in a lightly greased 8×8-inch pan. Cover with a clean dish towel and let rise until doubled in size, about 30 minutes.
Towards the end of the rise time, preheat oven to 350°F. Bake rolls for 25-30 minutes, or until golden brown on top. Remove rolls from the oven and let cool 5-10 minutes. Spread top with Challenge Chocolate Butter Snack Spread and sprinkle with chopped pecans. Serve warm.