Premium Ultra Strong Toilet Paper - 30 Rolls - up&up™
$26.49 ($0.36/100 count)See 1 deal for this item
In Stock
Eligible for registries and wish lists
Available deals
$15 Target GiftCard with $50 select household essentials
In-store or Online ∙ Show items and details
About this item
Additional product information and recommendations
Discover more options
- Highly rated$5.99 - $20.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 22330 ratings
- $7.39 - $26.49$15 Target GiftCard with $50 select household essentials4.5 out of 5 stars with 4137 ratings
- Highly rated$7.99 - $35.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 22813 ratings
- Highly rated$4.99 - $29.99$15 Target GiftCard with $50 select household essentials4.4 out of 5 stars with 20223 ratings
- Highly rated$5.99 - $21.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 14018 ratings
- $5.49 - $19.99$15 Target GiftCard with $50 select household essentials4.1 out of 5 stars with 824 ratings
- Highly rated$6.99 - $26.99Lower price on select items$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 11663 ratings
- Highly rated$6.99 - $26.99Lower price on select items$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 8146 ratings
- Highly rated$9.99 - $16.99$15 Target GiftCard with $50 select household essentials4.5 out of 5 stars with 4669 ratings
- Highly rated$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Highly rated$11.69 - $23.49Lower price on select items$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 3160 ratings
- Highly rated$5.99 - $28.99$15 Target GiftCard with $50 select household essentials4.8 out of 5 stars with 7164 ratings
- Highly rated$7.99 - $35.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 20942 ratings
Frequently bought together
- Highly rated$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Highly rated$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Highly rated$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Highly rated$1.59 - $7.99$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 10996 ratings
- Highly rated$1.59 - $7.99$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 10996 ratings
- $1.79 - $13.29$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 9223 ratings
- Bestseller$2.49($0.08/count)$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 2118 ratings
- $9.49 - $15.79$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 2321 ratings
- Highly rated$6.49 - $22.49$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 5570 ratings
- Highly rated$2.89 - $8.39Lower price on select items$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 4697 ratings
- Highly rated$5.89 - $12.99$15 Target GiftCard with $50 select household essentials4.8 out of 5 stars with 8181 ratings
- Highly rated$2.89($0.05/count)$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 3903 ratings
- Highly rated$12.79($0.06/count)$15 Target GiftCard with $50 select household essentials4.8 out of 5 stars with 48763 ratings
- Highly rated$11.99($0.04/count)$15 Target GiftCard with $50 select household essentials4.5 out of 5 stars with 652 ratings
- Bestseller$2.69 - $2.99Lower price on select items$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 1513 ratings
- Highly rated$5.99 - $20.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 22330 ratings
- Highly rated$7.39 - $26.49$15 Target GiftCard with $50 select household essentials4.5 out of 5 stars with 8150 ratings
- Highly rated$5.99 - $20.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 22330 ratings
- Highly rated$3.19 - $5.89$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 5846 ratings
- Highly rated$5.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 1094 ratings
- Bestseller$3.39($0.07/square foot)$15 Target GiftCard with $50 select household essentials4.8 out of 5 stars with 4935 ratings
- Bestseller$2.89 - $6.19$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 12929 ratings
- Highly rated$3.19 - $5.89$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 5846 ratings
- Highly rated$1.99 - $3.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7410 ratings
Guests also viewed
- Highly rated$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Highly rated$4.99 - $33.49$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 30689 ratings
- Highly rated$1.49 - $4.29$15 Target GiftCard with $50 select household essentials4.4 out of 5 stars with 5765 ratings
- Bestseller$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Bestseller$4.99 - $33.49$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 30689 ratings
- Highly rated$1.49 - $4.29$15 Target GiftCard with $50 select household essentials4.4 out of 5 stars with 5765 ratings
- Highly rated$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Highly rated$1.49 - $4.29$15 Target GiftCard with $50 select household essentials4.4 out of 5 stars with 5765 ratings
- Highly rated$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Highly rated$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Highly rated$6.69 - $28.99$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 8207 ratings
- Highly rated$3.19 - $17.69$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 5209 ratings
- Highly rated$3.19 - $17.69$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 5209 ratings
- Highly rated$4.99 - $23.99Lower price on select items$15 Target GiftCard with $50 select household essentials4.5 out of 5 stars with 4959 ratings
- Highly rated$5.39 - $25.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 7677 ratings
- Highly rated$4.99 - $33.49$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 30689 ratings
- Highly rated$4.99 - $33.49$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 30689 ratings
- Highly rated$11.79 - $27.99$15 Target GiftCard with $50 select household essentials4.6 out of 5 stars with 16744 ratings
- Highly rated$4.99 - $33.49$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 30689 ratings
- Highly rated$4.99 - $33.49$15 Target GiftCard with $50 select household essentials4.7 out of 5 stars with 30689 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 8150 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
979 recommendations
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.
1 out of 5 stars
Thumbs down graphic, would not recommend
19 May, 2026Verified purchase
Quality went way down. Disappointing.
We’ve used this toilet paper since 2020 for our family of 6, but the quality went way downhill in 2025. It feels more like sandpaper now, the 2-ply layers aren’t always aligned correctly so the roll comes off weird, feels thinner, and also has messy fluff that gets everywhere. The rolls are also smaller. So disappointing because this was my go-to, but the quality is so drastically different that we have officially switched to another brand.
5 out of 5 stars
Thumbs up graphic, would recommend
14 May, 2026Verified purchase
(no review title)
muy buen producto
1 out of 5 stars
Thumbs down graphic, would not recommend
9 May, 2026Verified purchase
The worst toilet paper ever now
I used to like this toilet paper, but it changed at some point (2025?) and now it is the worst toilet paper I have ever bought. It’s thin, difficult to get off the roll, and falls apart constantly. I’m not a wasteful person, but I actually ended up using about a third of this package before I gave up and bought a new, different brand. Literally the only time in 30 years of buying toilet paper that I’ve done that.
5 out of 5 stars
4 May, 2026Verified purchase
(no review title)
The best!