Premium Ultra Strong Toilet Paper - up&up™

I’ve been buying this product for over 5 years. The new rolls are half the size, but the cost is the same. Did they think we wouldn’t notice? Target is driving their business into the ground.

Less product, decreased quality, but still the same price!

I normally purchase this item, but it will be the last time terrible quality thinner than a sheet of paper

I have been buying this TP for years and years because it was a good quality TP. It looks like they changed the manfuacturing becuase now it feels very generic and the rolls look much smaller. Looks like I am going to have to look for a new TP. Why does every company have to cheap out. Didn't think that Target would go there but they have. It is unfortunate.

Until recently this would have been a 5 star review. I restocked and the rolls are significantly smaller as the quality is also not the same as it once was. Very disappointed!

A lot smaller than the “same” product I bought in March!

Please bring back the old version- this isn't even close to what it was. very dissatisfied.

I've used this brand of tp exclusively for years. I have recently bought a new package and I am really disappointed. The tp in this package does not tear at the perforations and the amount of dust is unreal. The rolls are smaller and much thinner than it used to be. The difference between the older "better than name brand" version and this newer, thinner, untearable, dustier, smaller rolls is so disappointing especially since the prices have only increased lately.

The new redesign is a total rip-off! The rolls are much smaller, print is different and cheap-looking, the quality is thinner and less soft. Did Target think we wouldn’t notice?? This is unacceptable! The price is the same for a cr@ppier product- pun intended.

Always purchase this paper, soft and strong…..

Our family has been a loyal user of this toilet paper for over 7 years. Within the past 4 months the quality, size & price has drastically changed for the worse. Highly disappointed in the changes & we have been forced to find other alternatives. TARGET, please work with your private brand suppliers & bring back the quality we all know love. Signed, your tried & true target shoppers

Recently got this new batch of TP and it's much worse quality than before (thanks shrinkflation). Have gotten this brand for years and they changed it. Size is half compared to previously, it's not premium soft anymore. Will be finding a new brand.

Shrinkflation strikes again! Been buying this exact toilet paper for years, opened a new bag this morning and the size was obviously smaller. The quality is lower as well, much thinner, it's not strong when you tear it anymore. So disappointed.

Honestly best charmin strong dupe for 10$ less is an amazing deal I switched to this toilet paper recently and can't see myself going back. Holds up great no bits get left behind while still being soft, all around a family favorite in our house

I have been buying this toilet paper for years. The most recent pack is much smaller, lower quality rolls for the same price as before. This is definitely not worth the cost and now I will have to search for a quality substitute

If you’re going to try to lower costs on a product by producing less of it, then the price also needs to decrease. The fact that Target thought nobody would notice or care is insulting. I was already trying to purchase less from Target anyway, but after years of buying their toilet paper because it was initially priced well with great quality means I will actively try harder to go out of my way to never buy from this retailer ever again. Picture: bottom roll is what it used to be. Top roll is what they are selling now.

They changed this. I could immediately tell when I picked up the package in store. I compared it to an older roll I have at home and it’s smaller, not as soft, and each sheet is thinner. This is a bummer!

Like several recent reviews mentioned, the rolls were different in my purchase yesterday. I have been buying the ultra strong by up and up for several years now. When I started dispersing the rolls around my home I thought I had mistakenly bought the soft and strong variation, because that’s what the ultra strong rolls have changed to in equivalency. Maybe it was a batch error, but the rolls are smaller, less condensed, and tear apart easily in a messy way.

I lived this TP and just bought yesterday. To my surprise is was a smaller roll and cheaper feel. Please return to the quality it was.

I hate cheap TP and just refuse to compromise. A little better than my go to, Charmin.