A roll forming apparatus having a shaft member for supporting a head member above a baking container housing a dough mass. The head member can include a plurality of arms with corresponding guide blades disposed therein for contacting a peripheral wall of the container. A tension assembly is mounted about the shaft member for adjusting movement and an outward force of each of the guide blades. Upon insertion in a baking pan, the head member's arms and guide blades divide the dough into a plurality of dough lobes without damaging the container. In a roll forming process, a rack is provided for receiving and transporting the roll forming apparatus over the container. A securing assembly is mountable about the shaft member for permitting the shaft member to resiliently pivot toward a generally perpendicular orientation with respect to the rack after the container pivotally displaces the head member.