The Cloud Appreciation Society (yes, there is a Cloud Appreciation Society) says
Vertical columns of warmer air surge up the middle of storm clouds, while cooler air sinks downwards around them – helped along by all the falling rain and hail. In certain conditions, this sinking air can hit the ground in such a violent way that it causes a solitary wave of air to advance ahead of the storm. In the middle of this advancing wave of air, a roll cloud can occasionally appear, rotating as it travels.