Premium Ultra Strong Toilet Paper - 18 Rolls - up&up™: 2-Ply, 244 Sheets Per Roll
$17.89 ($0.41/100 count)
In Stock
Eligible for registries and wish lists
At a glance
About this item
Additional product information and recommendations
Discover more options
- Highly rated$7.99 - $35.99$10 Target GiftCard with 3 laundry, paper & trash items on select items4.6 out of 5 stars with 22852 ratings
- Highly rated$6.99 - $26.99Lower price on select itemsBuy 1, get 1 20% off select Cottonelle toilet paper on select items4.6 out of 5 stars with 11690 ratings
- Highly rated$6.99 - $26.99Lower price on select itemsBuy 1, get 1 20% off select Cottonelle toilet paper on select items4.7 out of 5 stars with 8179 ratings
- Highly rated$7.99 - $35.99$10 Target GiftCard with 3 laundry, paper & trash items on select items4.6 out of 5 stars with 20996 ratings
Frequently bought together
- $9.49 - $15.79$10 Target GiftCard with 3 laundry, paper & trash items on select items4.7 out of 5 stars with 2332 ratings
- Highly rated$6.49 - $22.49$10 Target GiftCard with 3 laundry, paper & trash items on select items4.7 out of 5 stars with 5589 ratings
Guests also viewed
- Highly rated$4.99 - $33.49$10 Target GiftCard with 3 laundry, paper & trash items on select items4.7 out of 5 stars with 30780 ratings
- Bestseller$4.99 - $33.49$10 Target GiftCard with 3 laundry, paper & trash items on select items4.7 out of 5 stars with 30780 ratings
- Highly rated$6.69 - $28.99Buy 1, get 1 20% off Viva Signature Cloth paper towels on select items4.7 out of 5 stars with 8231 ratings
- Highly rated$4.99 - $23.99Lower price on select items$10 Target GiftCard with 3 laundry, paper & trash items on select items4.5 out of 5 stars with 4977 ratings
- Highly rated$4.99 - $33.49$10 Target GiftCard with 3 laundry, paper & trash items on select items4.7 out of 5 stars with 30780 ratings
- Highly rated$4.99 - $33.49$10 Target GiftCard with 3 laundry, paper & trash items on select items4.7 out of 5 stars with 30780 ratings
- Highly rated$11.79 - $27.99$10 Target GiftCard with 3 laundry, paper & trash items on select items4.6 out of 5 stars with 16762 ratings
- Highly rated$4.99 - $33.49$10 Target GiftCard with 3 laundry, paper & trash items on select items4.7 out of 5 stars with 30780 ratings
- Highly rated$4.99 - $33.49$10 Target GiftCard with 3 laundry, paper & trash items on select items4.7 out of 5 stars with 30780 ratings
Related Categories
Guests are saying
This toilet paper has garnered mixed feedback from guests, with many praising its softness and strength, making it a reliable choice for families. However, recent changes in quality have led to concerns about its thickness and durability. Guests appreciate its affordability compared to name brands, but some have noted inconsistencies in roll size and ply separation. Overall, it remains a popular option for those seeking a budget-friendly alternative.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.5 out of 5 stars with 8163 reviews
quality: 3.45 out of 5
softness: 3.66 out of 5
thickness: 3.65 out of 5
value: 3.44 out of 5
60% would recommend
981 recommendations
5 out of 5 stars
2 August, 2026
(no review title)
This toilet paper used to be awful quality; it seems they recently changed their manufacturer to be the same as my favorite TP from another store brand, which is great news. I like this toilet paper even more than Charmin Ultra Strong.
2 out of 5 stars
30 July, 2026
Not the same at all
They changed the formula. This used to be in a blue packaging, it had squiggly lines in the paper like Charmin, and was actually strong and didn't leave a linty mess. This is a completely different product with the same name
5 out of 5 stars
Thumbs up graphic, would recommend
30 July, 2026Verified purchase
Great quality great price
Great quality great price
3 out of 5 stars
Thumbs up graphic, would recommend
27 July, 2026Verified purchase
product good store mehh
Product good never able to order pick up my usual 30 count though. more of a store issue
5 out of 5 stars
Thumbs up graphic, would recommend
26 July, 2026Verified purchase
Toilet paper up and up
The price was right and so was the product as d so was the strength.
5 out of 5 stars
Thumbs up graphic, would recommend
17 July, 2026Verified purchase
(no review title)
Strong just like the expensive name brand.
1 out of 5 stars
Thumbs down graphic, would not recommend
16 July, 2026Verified purchase
(no review title)
Sorry but $8.40 for paper towels …
1 out of 5 stars
16 July, 2026Verified purchase
Awful new "recipe"
This was our favorite toilet paper for years, recently got a new pack and it’s awful! It’s no longer soft and moldable while being thick, it now feels like cardstock. Super disappointed with the change
4 out of 5 stars
16 July, 2026Verified purchase
(no review title)
This paper is nice but the squares seem to be getting smaller.
2 out of 5 stars
Thumbs down graphic, would not recommend
12 July, 2026Verified purchase
Up & Up Ultra Strong Toilet Paper Granularity
Up & Up Ultra Strong Toilet Paper while an excellent value price, the toilet paper is not good in terms of surface quality. The toilet paper though soft, strong and smooth, is not refined. It exudes loose fine dust-like particles upon opening from the packaging. When putting the roll of this toilet tissue onto spools and canister caddy holders it further distributes these loose particles onto these surfaces. As a suggestion, I am requesting the Up & Up company manufacturer to improve this toilet paper product to where it does not exude this granularity. Thank you.
3 out of 5 stars
Thumbs down graphic, would not recommend
27 June, 2026Verified purchase
Quality has declined
Used to be comparable to charmin. Now they’re very thin! Cmon target :/
2 out of 5 stars
Thumbs down graphic, would not recommend
27 June, 2026Verified purchase
(no review title)
This used to be a reliable product. The last 2 times I've purchased, a good chunk at the end of the roll is 1 ply at most. Will not purchase again.
5 out of 5 stars
Thumbs up graphic, would recommend
22 June, 2026Verified purchase
(no review title)
This is our favorite TP, as a family with four younger children this doesn’t crumble (strong) and is soft! Makes clean up easy for all ages.
1 out of 5 stars
19 June, 2026Verified purchase
(no review title)
Now it’s super thin and falls apart
1 out of 5 stars
Thumbs down graphic, would not recommend
11 June, 2026Verified purchase
Used to be good
I have gotten this paper for several years now. I've noticed changes a few times before that each led to a decrease in quality, but the most recent change is abysmal. I run out of paper much faster, and the plys constantly seperate and are very thin. This toilet paper was one of the only things that kept me shopping at Target, but they have finally forced me to look for an alternative elsewhere.
5 out of 5 stars
9 June, 2026Verified purchase
(no review title)
Buy extra products that good
1 out of 5 stars
Thumbs down graphic, would not recommend
1 June, 2026Verified purchase
This was not a change for the better!
They changed the paper. It is not as soft as the previous version.
2 out of 5 stars
Thumbs down graphic, would not recommend
1 June, 2026Verified purchase
(no review title)
Plys come apart too easily. Quality used to be great and this is the second time in a row it was subpar.
4 out of 5 stars
Thumbs up graphic, would recommend
27 May, 2026Verified purchase
(no review title)
Nowadays, most toilet paper is very thin and bad quality. This one meets the expectations of good quality.
3 out of 5 stars
21 May, 2026Verified purchase
(no review title)
The paper is soft, however it’s loosely rolled and honestly a roll doesn’t seem to last as long as they used to.