Premium Ultra Strong Toilet Paper - 30 Rolls - up&up™
Highly rated
$26.99 ($0.37/100 count)See 1 deal for this item
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Guests are saying
The recent reviews highlight a significant decline in the quality of this toilet paper, with many guests expressing disappointment over its thinner texture and reduced absorbency compared to previous versions. While some guests appreciate its affordability and softness, the overall sentiment leans towards dissatisfaction due to the changes in product quality. Guests are seeking a return to the previous formulation that offered better durability and comfort.
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 8018 reviews
quality: 3.47 out of 5
softness: 3.68 out of 5
thickness: 3.66 out of 5
value: 3.46 out of 5
60% would recommend
957 recommendations
1 out of 5 stars
Thumbs down graphic, would not recommend
30 March, 2026Verified purchase
Poor quality
Was using for years and happy with the product. Changed and now the quality is extremely poor.
3 out of 5 stars
29 March, 2026Verified purchase
Rolls not standard width.
I have purchased this toilet paper for YEARS and think it’s as good as name brands. However, the most recent package contains rolls that are a 1/2 shorter than a standard roll. I have a couple rolls from the previous package. Not sure if this was a mistake or an attempt to increase profit, but it’s most definitely noticeable.
1 out of 5 stars
25 March, 2026Verified purchase
Inconsistent Quality
The quality varies considerably. I have purchased this many times. Sometimes it's great and other times it is very obviously shotty. It is March 2026 and as I write this review, re my latest purchase - the quality was absolutely terrible. Thin and flimsy and I am looking at it in comparison to the last purchase I made of the same item. Clearly the quality disintegrated. So beware. Quality control apparently is poor to nonexistent.
5 out of 5 stars
Thumbs up graphic, would recommend
25 March, 2026Verified purchase
soft and cushy
sometimes there can be toilet paper debris but overall I like it
1 out of 5 stars
Thumbs down graphic, would not recommend
11 March, 2026Verified purchase
Changed in a bad way
Something changed with the latest one, actually several now that I think about it. They’re smaller rolls I use to have to shove into my toilet paper holder and now they fall right in and on top of that they’re made differently. They feel cheaper and are no longer a product I would buy anymore.
1 out of 5 stars
Thumbs down graphic, would not recommend
11 March, 2026Verified purchase
What happened?!?!?
This product used to be great. Purchased for years. The last pack I purchased was lower in quality and quantity (size of rolls). They shrank the size of the rolls. The paper basically falls apart when using. Not to mention it is extremely dusty now. Making a mess around my toilet. Don’t waste your money on this
5 out of 5 stars
9 March, 2026Verified purchase
(no review title)
Good stuff
3 out of 5 stars
Thumbs down graphic, would not recommend
7 March, 2026Verified purchase
(no review title)
Noticeably decline in quality. The layers separate and are thinner. I’ve used this toilet paper for years but will switch back to name brand for better quality.
1 out of 5 stars
2 March, 2026Verified purchase
New version is bad quality!
The OLD version of this that I bought for years is no longer here!! The rose print on the paper, large roll & super soft texture yet strong no longer exists in the newer version. Don’t know what is comparable now.
5 out of 5 stars
Thumbs up graphic, would recommend
2 March, 2026Verified purchase
Up & Up Ultra Strong Toilet Paper!
Very Similar To Charmin Ultra Strong! Good Strong Absorbency!
1 out of 5 stars
Thumbs down graphic, would not recommend
2 March, 2026Verified purchase
(no review title)
Bought several of these in the last quarter, each of these has inconsistent quality. Some will have rolls in a different texture in the same package. Some rolls feel like the ply thickeness is different from 1 roll to another. This used to be the go to, but the last 3 large packages i've bought have had inconsistent rolls packaged in. Need quality checks on this at the manufacturer/packaging level.
1 out of 5 stars
Thumbs down graphic, would not recommend
2 March, 2026Verified purchase
Not the same anymore
After many years buying this toilet tissue, I’ve finally purchased my last pack. Not only have they shrunk the roll and upped the price, the rolls are inconsistent and sometimes have 1ply or almost as if it is on the wrong side. Not to mention, I am suddenly allergic to it and it has caused discomfort after using. They have changed plenty about this toilet tissue and it is no longer worth the purchase.
5 out of 5 stars
Thumbs up graphic, would recommend
24 February, 2026Verified purchase
(no review title)
Great product
5 out of 5 stars
22 February, 2026Verified purchase
(no review title)
Only toilet paper I buy. It also fits my small roll holder
1 out of 5 stars
Thumbs down graphic, would not recommend
20 February, 2026Verified purchase
Terrible quality
This toilet paper used to be really good. I don’t know what they changed about it but it now it is awful. I feel like I am using toilet paper from a porta potty. It separates and is so thin you can see through it. I will not be buying this in the future.
5 out of 5 stars
Thumbs up graphic, would recommend
17 February, 2026Verified purchase
Exceeds Expectations
Have purchased this item numerous times. Is as good as name brand toilette tissue.
5 out of 5 stars
Thumbs up graphic, would recommend
10 February, 2026Verified purchase
(no review title)
Purchase on a regular basis
2 out of 5 stars
Thumbs down graphic, would not recommend
10 February, 2026Verified purchase
Surprising new version is an unpleasant surprise
We exclusively bought this TP for years, and just bought a new huge pack. With the first roll, I came here to confirm my suspicions... they changed it, and we will no longer buy it. It kind of feels like tissue paper, less soft and absorbent. It now feels like cheap toilet paper, where before, it was as good as more expensive brands. Bummer.
2 out of 5 stars
8 February, 2026Verified purchase
Somwthing changed recently
I have been buying this for years. Something changed recently. This is not as soft as it used to be and the two ply comes apart. Definitely not as good as quality.
1 out of 5 stars
Thumbs down graphic, would not recommend
8 February, 2026Verified purchase
Fix this, Target!
Target clearly does not care about customer experience. To knowingly swap out a quality product with this shows they are more concerned with margin than customer satisfaction. And they are charging the same amount? Ridiculous! Fix it, Target!