The roll is one of several food items that were previously only available from the Sandwich lady random event. Random events were discontinued on 24 October 2012, and the Sandwich lady was later moved to a stall in Ardougne on 12 February 2013 where this item can be bought normally.
When used with a Pet rock the game gives the message "I love rock and roll!" as the player uses the Headbang emote.
Before the roll could be traded by conventional methods, it could be traded with the cave goblins in Dorgesh-Kaan who have never seen surface food before and as such will buy any that you have, including this. It seems the most they will pay for one is around 110 coins, but it depends on the cave goblin and how favourable their initial reaction is.