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Premium Ultra Strong Toilet Paper - up&up™ - 2 of 3Premium Ultra Strong Toilet Paper - up&up™ - 3 of 3
Premium Ultra Strong Toilet Paper - up&up™ - 1 of 3

Premium Ultra Strong Toilet Paper - 30 Rolls - up&up™

$26.99 ($0.37/100 count)See 1 deal for this item

In Stock

Eligible for registries and wish lists
Available deals

Target Circle Deal: $15 Target GiftCard with $50 household items purchase

Eligible with Target Circle membership ∙ Expires Apr 4 ∙ Details

About this item

Highlights

  • Ultra-strong toilet paper thoroughly cleans without ripping/shredding
  • Made from materials from sustainably maintained forests and controlled sources
  • Septic-safe toilet paper won't clog pipes
  • 2-ply toilet paper for a softer feel
  • If you’re not satisfied with any Target Owned Brand item, return it within one year with a receipt for an exchange or a refund

Description

Get comfortably clean when you use Ultra Strong Toilet Paper from up&up™. This toilet paper comes with two-ply toilet paper that's soft on skin but also strong enough to help you get a thorough clean without tearing or shredding. The toilet paper is septic-safe so you don't need to worry about it clogging your toilet or pipes. Plus, it's made from materials sourced from sustainably maintained forests and other controlled sources so you can feel better about your environmental impact.

100% Satisfaction Guaranteed.
Sheets Per Roll: 244
Industry or Government Certifications: Sustainable Forestry Initiative Certified
Count: 30 Rolls
Features: Septic-Safe
TCIN: 89685859
UPC: 013100302899
Item Number (DPCI): 253-06-6565
Origin: Assem USA w/foreign/dom. parts
If the item details aren’t accurate or complete, we want to know about it.

Allergens & Warnings:

WARNING: TO AVOID DANGER OF SUFFOCATION, KEEP PLASTIC BAGS AWAY FROM BABIES, CHILDREN AND PETS. DO NOT PLACE IN OR AROUND CRIBS, BEDS, STROLLERS, OR PLAYPENS. THIS BAG IS NOT A TOY.

Shipping details

Estimated ship dimensions: 22.2 inches length x 13.6 inches width x 7.9 inches height
Estimated ship weight: 6.9 pounds

Return details

This item can be returned to any Target store or Target.com.
This item must be returned within 365 days of the date it was purchased in store, delivered to the guest, delivered by a Shipt shopper, or picked up by the guest.
See the return policy for complete information.

Q: I bought th 30 roll case today and when I got home noticed the roll is smaller, the package at home has 264 sheets per roll while the case I bought today has 244. Has this procduct been ruduced?

submitted by Dissappointed Comsumer - 1 year ago
  • A: Agree. Not the weight, strength or absorbency of the older product. Probably outsourced it to a cheaper brand name company. Has been my go to but no more.

    submitted byJacobsMom - 6 months ago
  • A: Glad it wasn’t just me going nuts when I just discovered this. Really disappointing they have it under the same listing as before and just “30 rolls” in the description.

    submitted bySerr - 10 months ago
  • A: Yes I placed a roll bought previously to this "new" roll and it's a signifigant difference. Smaller. I see in their listing they claim "new lower price" and no where do they admit smaller product.Bad

    submitted bysebandmia4ever - 8 months ago
  • A: This is the last time I buy this product. Rip off. Back to using charmin!

    submitted bycapecod1977 - 8 months ago
  • A: Yes definitely reduced amount per roll. They are not the mega rolls they used to be. And my family dosen't think they are the same quality either. This used to be my Charmin replacement as it is cheaper and the quality used to be right on par with Charmin. Now I gotta find a new toilet paper.

    submitted byStacy - 8 months ago
  • A: Yes. Same thing. I set a new roll by a old roll for comparison

    submitted bysmithsilver - 10 months ago
  • A: The rolls are nothing like they used to be. Shrinkflation has hit toilet paper again. Comparing old roll to new, it looks like a completely different product.

    submitted byDisappointed - 10 months ago
  • A: Yes, I compared the rolls I bought from March 2025 vs yesterday. They are making them a lot smaller now!

    submitted byBeb - 10 months ago
  • A: And the quality of the 244 sheet per roll toilet paper is FAR WORSE than the 264 sheet per roll. So bad that I will no longer buy this toilet paper.

    submitted byMichelle C - 9 months ago
  • A: Hi - Thanks for asking! To get further assistance with this issue, we kindly request you to reach out to our phone specialist team at 1-800-591-3869 during the business hours between 7 AM CST to 8 PM CST. Have a great day! - Rob

    submitted byRyan - 1 year ago
    Target staff support

Q: Is the plastic packaging recyclable? It doesn't have a number on it or any information about recyclability.

submitted by Proud flip phone user - 2 years ago
  • A: Most "film" plastic is non recyclable via normal recycling pickup. Some stores do have plastic bag recycle collection bins out front, but investigative reporting showed a percent of them ended up dumped in 3rd world countries, clogging local water ways

    submitted bysmithsilver - 10 months ago
  • A: The next text time ! Z

    submitted byY - 1 year ago
  • A: Not recyclable in most municipal recycling, but services like Ridwell will take it.

    submitted byMidwesty - 1 year ago
  • A: Hello - We appreciate your interest in this item. It is made from materials sourced from sustainably maintained forests and other controlled sources so you can feel better about your environmental impact. . We know you will like it. – Jacob

    submitted byJacob - 2 years ago
    Target staff support

Q: Is this toilet paper septic safe?

submitted by Abundance56 - 2 years ago
  • A: Hello Abundance56- Great Question! Yes, it is septic-safe and the toilet paper won't clog pipes Hope this was helpful! -Daniel

    submitted byDaniel - 2 years ago
    Target staff support
  • A: They do have a product specifically labeled as septic safe

    submitted bysmithsilver - 10 months ago

Q: What is the ply count of this toilet paper?

submitted by AI Shopping Assistant - 6 months ago
  • A: This toilet paper is 2-ply, offering a softer feel and strong cleaning.

    submitted byAI Shopping Assistant - 6 months ago
    Ai generated

Q: Is this toilet paper safe for septic systems?

submitted by AI Shopping Assistant - 6 months ago
  • A: Yes, this toilet paper is septic-safe and won't clog your pipes.

    submitted byAI Shopping Assistant - 6 months ago
    Ai generated

Q: How many sheets are there per roll?

submitted by AI Shopping Assistant - 6 months ago
  • A: Each roll contains 264 sheets, providing ample usage before needing replacement.

    submitted byAI Shopping Assistant - 6 months ago
    Ai generated

Q: Are the materials used environmentally friendly?

submitted by AI Shopping Assistant - 6 months ago
  • A: Yes, the materials are sourced from sustainably maintained forests and controlled sources.

    submitted byAI Shopping Assistant - 6 months ago
    Ai generated

Q: What are the health facts of this toilet paper?

submitted by AI Shopping Assistant - 6 months ago
  • A: The toilet paper is non-toxic, dye-free, and has no added fragrance.

    submitted byAI Shopping Assistant - 6 months ago
    Ai generated

Q: Is this environmentally friendly?

submitted by Erin82 - 6 months ago
  • A: Hello Erin82 - We appreciate your interest for this item. It's made from materials sourced from sustainably maintained forests and other controlled sources so you can feel better about your environmental impact. I hope it helps - Juliette.

    submitted bysanto - 6 months ago
    Target staff support

Q: whats the difference between ultra strong and soft&strong? Is this comparable to charmin ultra strong?

submitted by amazontoldme - 1 year ago
  • A: Hi amazontoldme - Thank you for reaching out to us with your query about the Premium Ultra Strong Toilet Paper - 30 Rolls - up&up™. "Ultra Strong" toilet paper prioritizes durability and strength, meaning it's designed to resist tearing when wet, while "Soft & Strong" aims to balance both softness and strength, providing a more comfortable feel while still maintaining good durability. I hope this information was helpful. Happy Shopping! - Josh

    submitted byJosh - 1 year ago
    Target staff support

Additional product information and recommendations

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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.
    PC
    quality: 1 out of 5
    softness: 1 out of 5
    thickness: 1 out of 5
    value: 2 out of 5
    Did you find this review helpful?
    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.
    MWB
    quality: 5 out of 5
    softness: 5 out of 5
    thickness: 5 out of 5
    value: 3 out of 5
    Did you find this review helpful?
    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.
    AnonInBayArea
    quality: 2 out of 5
    thickness: 2 out of 5
    value: 2 out of 5
    Did you find this review helpful?
    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
    Shelby
    quality: 5 out of 5
    softness: 5 out of 5
    thickness: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    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.
    Bumps
    quality: 1 out of 5
    softness: 1 out of 5
    thickness: 1 out of 5
    4 guests found this review helpful. Did you?
    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
    ATM
    quality: 1 out of 5
    softness: 1 out of 5
    thickness: 1 out of 5
    value: 1 out of 5
    4 guests found this review helpful. Did you?
    5 out of 5 stars
    9 March, 2026Verified purchase

    (no review title)

    Good stuff
    NANCY
    Did you find this review helpful?
    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.
    Carol
    quality: 3 out of 5
    softness: 3 out of 5
    thickness: 3 out of 5
    value: 3 out of 5
    3 guests found this review helpful. Did you?
    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.
    Tj shopper
    4 guests found this review helpful. Did you?
    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!
    Patricia
    quality: 5 out of 5
    softness: 5 out of 5
    thickness: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    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.
    Peter
    quality: 1 out of 5
    softness: 3 out of 5
    thickness: 3 out of 5
    value: 2 out of 5
    2 guests found this review helpful. Did you?
    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.
    TiaSp
    quality: 1 out of 5
    softness: 2 out of 5
    thickness: 2 out of 5
    value: 2 out of 5
    4 guests found this review helpful. Did you?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    24 February, 2026Verified purchase

    (no review title)

    Great product
    Light
    quality: 5 out of 5
    softness: 5 out of 5
    thickness: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    22 February, 2026Verified purchase

    (no review title)

    Only toilet paper I buy. It also fits my small roll holder
    Ummm
    Did you find this review helpful?
    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.
    mrshwaite
    quality: 1 out of 5
    softness: 1 out of 5
    thickness: 1 out of 5
    value: 1 out of 5
    6 guests found this review helpful. Did you?
    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.
    Rashele
    quality: 5 out of 5
    softness: 4 out of 5
    thickness: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    10 February, 2026Verified purchase

    (no review title)

    Purchase on a regular basis
    Judith
    quality: 5 out of 5
    softness: 5 out of 5
    thickness: 5 out of 5
    value: 5 out of 5
    Did you find this review helpful?
    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.
    a
    7 guests found this review helpful. Did you?
    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.
    MM
    9 guests found this review helpful. Did you?
    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!
    Laura
    quality: 1 out of 5
    softness: 2 out of 5
    thickness: 2 out of 5
    value: 1 out of 5
    10 guests found this review helpful. Did you?

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