Imperial Tobacco, the firm behind the brand, has ended its relationship with incumbent Cake by 'mutual consent', according to a joint statement.
Imperial Tobacco marketing manager Terry Rogers said he was "undertaking a review that has involved speaking to a number of agencies", following a decision that ‘the time was right to move on'.
Rizla is Cake's longest-standing client, with agency CEO Mike Mathieson having handled consumer PR for the brand, which also has its own clothing range, since 1996.
Rogers, who is co-ordinating the pitch alongside brand manager Gary Keogh, said a first round of pitches had been completed and a hire was expected shortly.
It is understood annual fees for the account are around £120,000.
Industry speculation suggests the agency favourite to land the account is Exposure Promotions.
An Exposure spokeswoman confirmed the agency had pitched but declined to comment further.
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