Add all dry ingredients to the bowl of a stand mixer. Using the blade attachment (not dough hook). Mix on low for 1 minute.

While the mixer is running on low, carefully pour in, one-by-one, water, olive oil, eggs and vinegar.

Mix on medium speed for 5 minutes. The result will be a wet batter, not a dough.

Remove mixing blade and cover bowl with plastic wrap. Place in a cool spot in your kitchen for 2 to 2½ hours or overnight in the refrigerator. 

Grease muffin pan/cups or a loaf pan with cooking spray or oil. Fill ½ full with batter.

Let rise for 30 minutes to 1 hour, until nearly doubled in size.

Preheat oven to 350°F.

Gently brush egg wash over the tops of the challah and sprinkle on sesame seeds, everything seasoning, or your seed/seasoning of choice.

Bake in 350°F oven for 20 minutes (for rolls) and 35 minutes (for loaves).

Remove from oven and cool on counter for 5 (for rolls) to 10 minutes (for loaves). Remove from muffin or loaf pan. 

Cool completely and refrigerate for 2 days or freeze for 1 month. Fully defrost challah before serving.