CAP 413 uses the phrase "take off roll"
See chapter 4.
"1.7.13 When an aircraft is about to take-off or has commenced the take-off roll "
Yep, but at no point in CAP413 does it suggest a pilot or Atco should use the word "rolling" or the phrase "take off roll".
When a pilot has commenced his or her take off roll (or is about to) then the CAP413 phrase is "Taking off". The military I'm sure may have their own phraseology.