Premium Ultra Strong Toilet Paper - 6 Rolls - up&up™
$7.49 ($0.51/100 count)
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Guests are saying
The recent changes to this toilet paper have left many guests disappointed, as it has shifted from a soft, reliable product to one that feels rough and thin. While some guests appreciate the value and strength, the inconsistency in quality and the presence of dust have raised concerns. Guests are seeking a return to the previous formulation that offered comfort and durability, making it essential for potential buyers to consider these factors before purchasing.
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 8276 reviews
quality: 3.43 out of 5
softness: 3.65 out of 5
thickness: 3.64 out of 5
value: 3.42 out of 5
60% would recommend
1016 recommendations
5 out of 5 stars
Thumbs down graphic, would not recommend
29 September, 2026Verified purchase
(no review title)
Great quality you can go wrong.last long and a great price.
1 out of 5 stars
Thumbs down graphic, would not recommend
28 September, 2026Verified purchase
this has changed. used to be good
My last two purchases, I've noticed the rolls have gotten smaller and the toilet paper is significantly rougher and thinner than before. I have been purchasing this one for years. I thought that the previous purchase before my latest purchase was a bad batch. So I gave it another chance. This latest purchase it is the same issue. So they have changed it. This is more like their old strong version. This used to be ultra soft and strong. I will no longer be buying this toilet paper.
1 out of 5 stars
26 September, 2026Verified purchase
(no review title)
This is rough now. Used to be my fave and the rolls are now smaller.
5 out of 5 stars
Thumbs up graphic, would recommend
25 September, 2026Verified purchase
Great Product
This Up&Up product is excellent and the price is great.
4 out of 5 stars
Thumbs up graphic, would recommend
25 September, 2026
originally posted on Sozie

True to its name, it's ultra strong
[This review was collected as part of a promotion.] True to its name, this toilet paper is very strong and holds up when used. It's 2-ply and of moderate thickness so I don't need to use a lot a time. I do wish it was softer, although I know it wasn't advertised to be. Even before using it, I could feel the paper was a bit rough and stiff so it's clear that durability was prioritized over softness.
4 out of 5 stars
Thumbs up graphic, would recommend
25 September, 2026
originally posted on Sozie

Strong, reliable and a good value
[This review was collected as part of a promotion.] I’ve been using the Up&Up Premium Ultra Strong toilet paper and overall I’m happy with its quality. It’s not as soft as I would personally like, but it does it’s job well. It is comfortable to use and is strong. I like that it doesn’t tear apart and leaves no lint. Overall, it is a solid product for the price.
4 out of 5 stars
Thumbs up graphic, would recommend
24 September, 2026
originally posted on Sozie

Good value for your money
[This review was collected as part of a promotion.] I’m happy with the Up & Up Premium Ultra Strong toilet paper. I really like that it is strong and doesn’t tear easily. It is not as soft as I would prefer, but it’s still good for everyday use. The 30 roll pack is pretty convenient and is a good value for money. Overall, I would recommend this product.
4 out of 5 stars
Thumbs up graphic, would recommend
21 September, 2026
originally posted on Sozie

Premium for store brand label
[This review was collected as part of a promotion.] I wouldn't consider this a premium toilet paper. It's not rough but not really soft. We do find it to be durable. It's a little cheaper than brand labels, so it's nice for potty training BUT i don't like that the material is bleached. I think it holds up better than other store brands I've tried threw the years.
1 out of 5 stars
Thumbs down graphic, would not recommend
17 September, 2026Verified purchase
Dissatisfied
Small rolls for cost
5 out of 5 stars
Thumbs up graphic, would recommend
17 September, 2026
originally posted on Sozie

This toilet paper is doesn't rip when wiping
[This review was collected as part of a promotion.] This toilet paper is thick enough where I do not need to use too many sheets of it at a time. I also like that it doesn't rip when wiping as well. This toilet paper is only two ply. I wish this toilet paper was there ply for extra absorbancy. It definitely does the job of cleaning up after using the toilet.
5 out of 5 stars
Thumbs up graphic, would recommend
16 September, 2026
originally posted on Sozie

Good quality toilet paper for household use
[This review was collected as part of a promotion.] This family size pack came with 18 rolls. The quality was good and held up when used. I liked the size of the roll and did not notice any issues. Thankfully no pilling which was something I was worried about. It is meant to be a dupe for the Charmin ultra strong and it sort of meets the same quality as the name brand.
4 out of 5 stars
Thumbs up graphic, would recommend
16 September, 2026
originally posted on Sozie

Love the softness of this toilet paper
[This review was collected as part of a promotion.] Love the softness of this toilet paper but wish it was a little thicker. I do think it’s a great toilet paper for a store brand. Would definitely buy this toilet paper if it is on sale which is typically how I determine which toilet paper I will buy. Overall really great value for toilet paper. Good job Target!
5 out of 5 stars
Thumbs up graphic, would recommend
16 September, 2026Verified purchase
(no review title)
👍♥️
5 out of 5 stars
Thumbs up graphic, would recommend
15 September, 2026
originally posted on Sozie

Ultra strong PLUS super soft!
[This review was collected as part of a promotion.] The advertisement on this toilet paper indicates that it’s ultra strong so I wasn’t expecting much in the way of softness. Well, that expectation was wrong — as it’s incredibly soft while being thick, strong and yet gentle too. No complaints from my family when trying out this toilet paper for the first time.
5 out of 5 stars
Thumbs up graphic, would recommend
15 September, 2026
originally posted on Sozie

Great quality toilet paper
[This review was collected as part of a promotion.] This toilet paper gets the job done! It’s thick, absorbent and soft. I like that it is double ply and that you don’t need an entire wad to clean up. I have no complaints for this toilet paper. Seems to do everything any other brand would. I would buy again when we need more toilet paper in the house.
5 out of 5 stars
Thumbs up graphic, would recommend
15 September, 2026
originally posted on Sozie

Double ply toilet paper squares
[This review was collected as part of a promotion.] This toilet paper is double ply and tears easily. The roll seems to be a normal-to-generous size. It does seem true to name, ie it is “strong” vs “soft”. It doesn’t leave any paper residue. Likewise, another pro is that it is absorbent. Compared to a leading brand that leaves paper residue, I prefer this. There is a simple pattern that looks great in the room. You’d have no idea as a guest this is “generic.”
4 out of 5 stars
Thumbs up graphic, would recommend
15 September, 2026
originally posted on Sozie

Satisfaction may vary based on preferences!
[This review was collected as part of a promotion.] I believe toilet paper preferences are very personal but I can say this toilet paper is how I like it. I actually don’t like super soft TP, I need it somewhere in between. I also like to buy a large pack of toilet paper so I don’t have to purchase it often so this worked out perfectly for me and my home.
5 out of 5 stars
Thumbs up graphic, would recommend
14 September, 2026
originally posted on Sozie

Good quality, very soft!!
[This review was collected as part of a promotion.] Great toilet tissue, I loved that it is very soft and comfortable to use, it doesn't leave any residue and each roll last long enough which is very convenient for me. It has an excellent price for the great quality, because it is very resistant but also it is very soft. Good choice!!
5 out of 5 stars
Thumbs up graphic, would recommend
14 September, 2026
originally posted on Sozie

Soft and durable!!!!
[This review was collected as part of a promotion.] This package of 30 rolls is quite convenient for my whole family. The roll size is just big enough to last longer to meet the expectations and I like how soft and strong it is which is exactly what I want from toilet paper, I like the durability and this rolls are great for the soft texture and how resistant they are at the same time.
1 out of 5 stars
Thumbs down graphic, would not recommend
13 September, 2026Verified purchase
Shrinkflation Strikes Again
I just made my last purchase of your toilet paper. Not only have you shrunk the size of the rolls, second time since the pandemic by the way, but now you've downgraded the quality so much that the product sucks. The sheets are way more thinner and rougher. I would much rather pay a little more and keep the same size and quality than to be tricked into purchasing a poor quality item. I don't know why corporations think that customers aren't going to notice when a product has been changed. Boooooo