Premium Ultra Strong Toilet Paper - up&up™

I’ve been using this toilet paper for years and starting about a couple months ago the size of the roll has shrunk significantly and the texture of it is way more “crispy” than how its original soft texture was which is what sold me on this toilet paper in the first place. I thought maybe it was just going to be that one pack as maybe an issue happened with production, but I’ve purchased more since and still same issue.

What happened to this product?? I have purchased and used this product many, many times; it seems like years. With this last purchase, the quilting is so light and flimsy that the 2 ply peels off into one tissue paper piece of sheets. The rolls feel so small and we are going through a roll super fast. Unfortunately, you lost a toilet paper shopper!

I have been buying 30 pack and decided to get a 18 pack of the same kind. The quality on the 18 pack wasn't as good and felt way cheap.

Doesn’t clog your toilet but still soft and strong!

I’ve purchased this 6-7 times in the past, no problems… purchased over the summer (July 2025) and it’s the worst TP I’ve used in my life, right up there with the cheapie public bathroom stuff. Believe the negative reviews! The change in production has ruined this once good product.

First time purchasing this toilet paper, no complaints and definitely will purchase again!

So much better than the “big” name brands!

This toilet paper doesn't disintegrate when it gets wet little to no lint does a great job super absorbent absorbs 10 times its weight can be used for multiple different things to clean up get ready or maintain yourself from all different angles of the high maintenance person this is the paper you need works with hands face bum everything no recycled materials all brand new right color very fresh product get it now you really be glad you did! And get the big one you're going to love it! Get a smaller one for backup!

I’ve never left a review on Target, but this TP sucks so bad, I feel the need to! I thought maybe I got a pack that was part of a bad batch because the two-ply layer was uneven and completely coming apart. Gave it another try and bought another pack a few weeks later and same result. Save yourself disappointment and don’t waste your money on this. I promise you I will NEVER be buying this TP again. Definitely spending a few extra dollars and getting the name brand next time I go.

Whatever happened to this is horrible. The plys come apart and it is so ROUGH. Trying to return the rest of the package because this is unusable.

This used to be my go to TP, to the point that I went out of my way to buy it at Target. Now it’s flimsy, rough and the two ply splits. You know, the mark of a cheap roll. I’m really bummed that I need to find a new brand.

The new version of the Ultra Strong t.p. is VERY noticeably lower quality. Smaller rolls and not nearly as soft. Rough. Will need to switch brands because this one is no longer any good.

Had same pkgs of the up &up toilet paper in the 18 roll pkg from a previous order The previous order rolls were so much bigger than these The new rolls are at least inch smaller than the others. They all say 244 sheets per roll. Something is for sure wrong about these last 2 pkgs i received the paper feels thinner and rolls are not good quality

I literally thought I bought the wrong TP. Placed an order via the app for curbside pickup and was like dang, I got the wrong TP. Now reading the reviews, can confirm I didn't get the wrong TP and this TP is sooo small 😭 bring back the old TP please && TY

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.