Premium Ultra Strong Toilet Paper - up&up™

The rolls are definitely smaller than they were in the past. The quality has also gotten much worse. Paper is thin and rough. Up & Up used to be the best toilet paper for value but not anymore. Do not buy.

Significantly smaller rolls now, same price. Also the softness has gone down. Quality is disappearing.

Major shrinkflation and lower quality. Will need to look at other options. Used to be a great value, but that’s no longer the case.

Used to boast about this tp to my family until they ruined it! Ultra strong turned into thin and weak. Rolls appear smaller too. I will no longer be buying these.

I had one roll left of the last variation of this toilet paper which we loved for years and was actually a good value. Comparing the new roll to the old roll, it’s considerably smaller, thinner, rougher, and has a different pattern. I honestly thought I got a bad batch that wrapped the wrong toilet paper in the Ultra Strong packaging until I read recent reviews. There’s nothing Ultra Strong about this and to keep the price the same for a product way smaller AND lesser quality is honestly shameful. Will not be repurchasing.

I’ve been buying this toilet paper for years and liked how soft and strong it was with no rips. They recently changed the paper to be thin and rough like tp you would find in a public restroom. I have some older rolls I compared to the new ones and there is a clear difference. The paper also rips off the roll badly when you start a new roll and the two plys are separated then. I will be switching brands with the new change.

Have bought this toilet paper for years and just opened a new package to find that they’ve shrunk the size of the rolls SIGNIFICANTLY despite it being the same price. Did they think we wouldn’t notice? Will not be purchasing this any longer.

Target has updated this product—and it’s much worse quality now. I’ve bought this toilet paper for years, and now I think I need to find a new brand.

My Rating Downgraded... Due to a DECREASE in QUALITY and QUANTITY of Target's Up&Up Ultra Strong (as well as the Soft and Strong) toilet paper, my PREVIOUS 5-Star Rating has been DOWNGRADED to a 2-Star Rating. Actually, I'd give 1-Star for the Soft and Strong because it is now super thin, falls apart like confetti, and is no longer a thick, strong, or soft toilet paper and the Ultra Strong isn't as soft as it once was. Up and Up used to be equal to the name brand toilet paper so much so that I had wondered if it wasn't the exact same name brand BUT with a private Up and Up label for Target. For 30+ years, up until the toilet paper shortage during the pandemic, I ALWAYS bought the same premium brand of toilet paper (the brand with a girl's name) and paid a premium price for its premium quality. During the pandemic I bought Target's Up & Up brand (18 = 72 Rolls pack) and was very pleasantly surprised to discover the quality was as good as my regular brand and maybe even better when you consider it cost $14.97 for 18 HUGE rolls. I had never considered changing brands until then but not only "WAS" it VERY GOOD toilet paper but the price was really great in comparison to the name brand and the large packs were convenient so I continued to buy the 18-Roll pack. UNFORTUNATELY... at some point the "18=72 Rolls" pack was replaced with re "18=244 Sheets per Roll" which are NO LONGER MEGA ROLLS! I have a toilet paper canister and when I was getting the mega rolls, I had to remove some of the toilet paper to get it to fit in the canister. That was the first clue that it had changed and then I noticed the quality. Not only did the size of the roll shrink, but the quality shrunk as well. I have used BOTH the Ultra Strong and the Soft & Strong and used to like them both before the change is were made. Both used to be really good but not anymore. The quality has gone South and shrinkflation is abundantly clear so it's time to switch to a premium quality toilet paper again because Up&Up has failed miserably in quality over the past year or so. Downgrade 5-Stars to 2-Stars

I have bought this brand of toilet paper for years and it has been great. The package I just bought is not the same product I purchased two months ago. I had a roll left from the old package to compare. The old one was larger, softer and stronger. The new version is thin, rough, and rips easily. Definitely not “ultra strong.“ Additionally, the cardboard cores are raggedy and bent, and I don’t appreciate the excess packaging. For some reason, the rolls are packaged in sets of four within the outer plastic package. Will not be purchasing again.

It good toilet tissue

Terrible quality now, not the same

Having tried all other brands of toilet paper, this is the only one that's soft yet strong enough to not fall apart. Great price, too. A must try!

Horrible quality - has changed as of recently, not good

SHRINKAFLATION FOR SURE! We used up the old “Premium Ultra Strong Toilet Paper.” I wish I still had a roll to take pictures of and compare with the current poor excuse for Ultra Strong TP. The rolls are soft and very “squeezable” much like much cheaper ones. The old rolls were much firmer, thus more substance. There is no way these are ultra strong. NO WAY! The paper rips, tears and shreds when attempting to get to the first piece. I can’t believe Target would make such a big change to a product favorited by many. Target, are you trying to get more people to stop shopping with you? This might just do the trick for me.

This used to be my go-to for years! I liked it even more than national brands. But I just picked up a new pack and the plys are detached and as I go through it, I keep wondering when it will reattach but it just doesn’t…please go back to your old supplier!!

This is NOT the same tissue paper that Target has sold for years. This is thin, textured, and sheds worse than the cheapest toilet paper you’ve ever used. It shouldn’t be allowed to be sold as the same product as it is nothing like it once was. Returned.

They reduced the size & quality of the rolls but charge the same price!!!

I have purchased this toilet paper for years, heralding it as one of the best for the money. I just received my last order, and disappointed us not even close . The rolls are smaller, the paper is thinner, doesn't even look like it's double sheet. Went online, got my money back and will never purchase again. Still had a roll from my last order, and took a picture for comparison. SHRINKlATIO AT ITS WORST

I have been buying this toilet paper for years and it was great. My recent purchase was VERY disappointing. Target must have changed vendors. What you get with this product now is very thin!! It is not exactly one-ply, but it sure seems like it. VERY disappointed Target 🤨