In the bowl of a stand mixer fitted with the paddle attachment, combine warm milk, sugar, and yeast. Let stand until mixture is foamy, about 10 minutes.
With mixer running on low speed, add 1 cup (125 grams) flour, beating just until combined. Add melted butter and ½ cup (63 grams) flour, beating until combined. Beat in eggs. Gradually add salt and remaining 1¾ cups (218 grams) flour, beating until a soft dough forms. (Dough will be sticky.)
Spray a large bowl with cooking spray. Place dough in bowl, turning to grease top. Loosely cover and let rise in a warm, draft-free place (75°F) until doubled in size, about 1 hour.
Spray a 10-inch round cake pan with cooking spray.
On a lightly floured surface, turn out dough. Punch dough down, and gently shape into a ball. Cover and let rest for 10 minutes.
Roll dough into a 16x14-inch rectangle. Spread chocolate-hazelnut spread onto dough, leaving a ½-inch border on all sides.
Starting with one long side, roll up dough jelly-roll style, and press edge to seal. Place dough, seam side down, on a cutting board, and cut in half lengthwise.
Carefully twist dough pieces around each other.
Form into a circle. Place in prepared pan, cut sides up. Cover and let rise in a warm, draft-free place (75°F) until doubled in size, about 45 minutes.
Preheat oven to 350°F.
Bake until golden brown and a thermometer inserted in center registers 190°F, 45 minutes to 1 hour, covering with foil halfway through baking time to prevent excess browning, if necessary. Let cool in pan for 20 minutes before inverting onto a serving plate.