Preheat the oven to 350ºF. Line a muffin tin with paper liners (or grease with coconut oil) and set aside.
Beat together wet ingredients in a large mixing bowl and set aside.
In a separate bowl, whisk together the dry. Add dry ingredients to wet and stir together until incorporated. Fold in chocolate chips if using.
For the raspberry swirl, top each muffin with 1/2 teaspoon raspberry jam and swirl around using a toothpick.*
Divide batter among the 12 muffin cups. Bake on the center rack for 23 - 25 minutes until a cake tester inserted into the center comes out clean.
Allow muffins to cool in the pan for 5 minutes then transfer to a wire rack and cool completely.
* to make a flax egg, mix 1 tablespoon flaxseed meal with 3 tablespoons warm water. whisk together and let sit for 3 minutes until thickened.** feel free to substitute peanut butter in place of the jam if you like that combo more! (or even better do a 1/2 and 1/2 batch!)