Premium Ultra Strong Toilet Paper - up&up™

What happened? Used to be the best quality toilet paper for the price. Now it falls apart and is not soft at all. Change it back!!

The rolls are smaller and the formula is different. Thinner and feels like tissue paper. Also the 2 plys come apart. Why change something good?!

I rarely write reviews but it's that bad. I've been buying this toilet paper for many years and my most recent order was completely different and much worse. It used to be essentially 1 ply but thick and soft, and it's now two ply and so thin and scratchy. The layers are also misaligned so it tears and comes apart as you use the roll. My boyfriend literally threw out the first roll because he thought it was defective. Have to find a new brand now :(

What in the world did they do to this toilet paper?? We've been using this brand for years, but it's recently taken a nose dive on quality. It's now much thinner, definitely NOT ultra-strong or absorbent, and scratchy. We've all got enough problems and TP doesn't need to be one of them.

I'm a toliet paper snob and this has been my go to tp for years since it was just as good as the name brand but with a better price. Just got my most recent order and it is not the same. Not soft or thick. Pictures the old roll vs the new roll. Only good thing about the change is I like how they grouped them into smaller packages. If I can't find a decent replacement at a normal store I'll just buy the brand name for a few bucks more but much higher quality. I normally love Target, not today.

Quality has gone down exponentially. No longer deserves such a high average rating. Rolls much smaller, paper much thinner than it used to be. I have been buying for years but will now be finding another option.

This was my go to TP for years. Used to be high quality, strong, soft, and good sized rolls. After receiving my most recent purchase, it was immediately apparent they cut way back on the quality. It’s thin, scratchy, and shreds all over the place. Might as well be single ply. Another L for target

the quality has taken a turn for the worse and shrinkflation has definitely hit this with over half an inch less that the previous generation. i’m very disappointed

Ordered my go to toilet paper for pickup today. When I opened the pack to put it away, I ran to my phone to look at the reviews. Everyone has noticed. The quality is blatantly poor. The roll is so much smaller than it previously was, and the quality has drastically decreased. I have over looked the price jump in this product (it is no cheaper than any premium brand) because I loved the quality. I will be switching back to my old name brand after I finish this up!

I’ve been buying this toilet paper since the other brands left the 4” square. Then this brand went to smaller squares. Now I bought a 30 pack and went to stack them on my cabinet and this roll of 244 sheets is SIGNIFICANTLY smaller than the 18 pack of toilet paper with 244 sheets per roll. I feel cheated. I am going back to Charmin … I have used the wave perforation and really like it. Target can keep their now so-so toilet paper.

Used to be a 5/5 purchase for me, but they recently changed everything about this product. The rolls are now smaller, and the quality is TERRIBLE. It falls apart as you're trying to get it off the roll and is scratchy and not absorbent. Currently trying to figure out if we can return what's left, it's that bad. We used to swear by this toilet paper too - but now we are just very disappointed that they changed the quality. Will not repurchase.

Obviously, I was not going to read reviews before repurchasing the same toilet paper I have for years - but I wish I would’ve before spending nearly $30 for 30 rolls. This is so awful now, I literally want to try to return it instead of suffering for months. I saw one review say that the 18 pack is a different quality, and maybe that’s the case bc it’s what I tend to purchase, but I wouldn’t want to risk making the same mistake twice.

Terrible. Used to be amazing, but recently changed.

Please heed the criticisms listed…it’s sad that Target and customer service dept is not noticing will have to shop elsewhere if they don’t improve this product very soon. Paper products qualities are deteriorating

Ultra Strong TP was our family’s favorite TP until recent changes. The rolls are smaller, less strong, less soft, and less absorbent. NOT an improvement in any way. So disappointed.

We used to love this tp but the last batch was so bad it just kept falling apart, nothing strong about it.

Have been buying Up&Up Ultra Strong for years! Received many compliments, and was proud to answer that it was Up&Up when I was asked a couple times by company. Recently, they were out of the 18 pack I usually buy, so I grabbed the 30. Got home, my older kiddo stocked the linen closet and when it got into rotation, I was using it to clean my toddler. I immediately noticed a difference, just in starting the roll. Thinner. Texter was rougher. Different print. I immediately noticed that it fell apart on him - and left fuzz all over him! This is awful. I called Target, and the rep was surprised, and didn't know why this happened, she told me to take it back to the store. I ordered the 18 pack online, and hoped it wouldn't be different when it arrived. I did think "maybe it's just the 30 pack... Two days later, 18 pack arrives. It's the same pattern as the 30, and I wanted to sob. This is not ultra strong. It falls apart. Also, we (fam of 4) are going through 2 or more rolls a day, it does not have the same longevity. Target - what happened??!!!!???

The rolls are much smaller than they used to be. Very disappointed!

It has changed since the last time I purchased it. The texture is different, it feels thinner and it’s visibly less product. When I used to put it in the roll holder the rolls were so large they were difficult to pull the first squares off, now there’s a significant gap in the holder that used to be too full.

I have always bought this toilet paper but within the last couple months it is less sheets and despicably thin. On the market for new tp now.