Hi S.,
it's 'normal' for kids to not want to eat. but i think you should change a few things...get all sweets out of sight and reach. not to be offered even if he hasn't eaten for 12 hrs straight. it will take a few days, but keep offering him the three meals, and the two snacks or skips snacks altogether (i did for mine, as they'd fill up on snacks). it will take a few days for him to adjust. when he does and everything gets back so 'his normal' then you can 'treat' him with chocolate chip cookies, 1 for once in a while. that's it.
there are some cereal stuff quaker makes them, called dinosaur eggs, you use hot water which then makes these 'egg's turn into dinosaurs, pretty cool, and healthy. my kids who are picky eaters love those. let him pout the cereal into hiw bowl and let him watch you pour the hot water. he will see those change and the kids find it amazing.
waffles are ok, or plain or blueberry pancakes. mine use honey, or with nothing. don't offer them any kind of syrup, like chocolate or strawberry because it's just too sweet for the morning. i don't see anything wrong with giving chocolate milk but since he loves the chocolate part, take it away for a bit until he starts eating better.
same thing for lunch and dinner. you decide what he will have. he has to sit down and if he doesn't eat, that's alright, let him be excused but do not offer anything else. i had to do that at one point. and my daughters would wake up at night (those days i was trying to make the transition) and they would say i have a monster in my tummy. because they were hungry. now they eat most everything i offer. knowing how little i eat, my kids portions aren't big, but include the carbs, protein, veggies, and just before bedtime fruit.
so don't give up and don't stress. you just have to put your foot down and i promise after a few days of heartache you will notice a change.
good luck mama