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Soft & Strong Toilet Paper - up&up™ - 2 of 4Soft & Strong Toilet Paper - up&up™ - 3 of 4Soft & Strong Toilet Paper - up&up™ - 4 of 4
Soft & Strong Toilet Paper - up&up™ - 1 of 4

Soft & Strong Toilet Paper - 30 Rolls - up&up™

$18.99 ($0.17/100 count)

In Stock

Eligible for registries and wish lists

About this item

Highlights

  • Packaging may vary. Same trusted quality
  • Soft toilet paper offers a comfortable clean
  • Septic-safe toilet paper keeps your home moving smoothly
  • 2-ply for strength
  • 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

Offering both softness and strength, the Soft & Strong Toilet Paper Rolls from up&up™ are a pack of two-ply toilet paper rolls designed to provide a complete clean while being soft and gentle against skin. Economical and durable, this toilet paper is easily flushable, septic-safe and dissolves quickly to keep your home running smoothly. This product is highly absorbent, so you can use less for a confident clean.


We believe making smart choices for the people, places, and pets in your life should be easy and affordable. And, having quality you can trust should be a given. That’s why you can count on our promise – caring for your everyday in every way.

Satisfaction guaranteed – Love it or your money back.
Health Facts: No Fragrance Added
Sheets Per Roll: 380
Industry or Government Certifications: Sustainable Forestry Initiative Certified
Count: 30 rolls
Features: Septic-Safe
TCIN: 78603854
UPC: 013100302264
Item Number (DPCI): 253-06-4263
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 INJURY OR SUFFOCATION, KEEP THIS PLASTIC PACKAGING AWAY FROM BABIES AND CHILDREN.

Shipping details

Estimated ship dimensions: 25.25 inches length x 14.25 inches width x 8.5 inches height
Estimated ship weight: 9.855 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: Hi, is this 2 ply paper? thanks

submitted by Curious - 3 years ago
  • A: We are here to help. Yes, these are two-ply toilet paper rolls. Enjoy! Shelly

    submitted byShelly - 3 years ago
    Target staff support
  • A: Why are 18 roll packs of Up & Up soft and strong toilet paper available for pickup but not delivery? This keeps happening and I don’t understand why.

    submitted byPam - 3 months ago
  • A: Yes, BUT, each ply is thinner than more expensive brands. So, it's less absorbent and you have to use more... which makes it less of a value than it seems.

    submitted byTarget Customer - 3 years ago
  • A: Yes, it is very thin though. It's the first time I've thought about returning toilet paper. To begin it is difficult to get it started without it tearing through a few layers. It'll get the job done, but you better wad. If you don't a finger may start going through. That's really not good!

    submitted byDave K - 1 month ago

Q: Are there separately wrapped 4- or 6-packs within the outer wrap? (easier to store if in separate packs). Thanks!

submitted by Denise - 4 years ago
  • A: 2 packs w/9 rolls ea. Thickness in "ultra" 18-pack has extra ply (2-ply sheets) but ply is thinner making up 2 ply sheets than soft and strong 18 pack and less sheets. Not worth the extra 5.00 price

    submitted byJeanne - 2 years ago
  • A: If you're looking for separate packs Kroger carries them as a bulk but wrapped in 6 packs

    submitted byTKS - 4 months ago
  • A: There are 5 packs containing 6 rolls of toilet paper. (30 rolls total) Target customer service answer is wrong. I'm looking right at mine.

    submitted byWestHamptonBeach - 1 year ago
  • A: Hello Denise - Thanks for reaching out. No, the package of 6, 18 or 30 rolls do not have smaller packs inside the outer wrap. Have a great day. - Matt

    submitted byM - 4 years ago
    Target staff support
  • A: Yet another wrong answer from "Target staff support"... I just checked my 30 roll pack and it has 5 separate packs of 6 rolls inside. Logically, the 18 pack likely has 3 packs of 6 inside.

    submitted byTarget Customer - 3 years ago

Q: How many square feet in the 30 roll package. The question (not answered correctly above) is how many toral square feet of toilet paper in the package, NOT sheets/roll.

submitted by dbrat1010 - 1 year ago
  • A: 1203.3 sq ft (Ignore my screen name. It was from a previous review I did, and I don't know how to change it)

    submitted byWasted my time - 5 months ago
  • A: 1,203 square feet total in the package of 30 rolls.

    submitted byLinsifer - 1 year ago
  • A: According to the label on the packaging. 1203.3 square feet.

    submitted byLS - 1 year ago
  • A: Hi dbrat1010 - Thank you for reaching out to us with your query about the Soft & Strong Toilet Paper - up&up. The roll has 380 * 30 = 11,400 Ft for 30 rolls. I hope this information was helpful. Happy Shopping! - Josh

    submitted byJosh - 1 year ago
    Target staff support

Q: How many square feet of Soft and Strong toilet paper in the 30 roll package, please.

submitted by Bleu - 1 year ago
  • A: Soooo....how many square feet in the 30 roll pkg? Thanks.

    submitted byBeth - 1 year ago
  • A: Hi Bleu - Thank you for your interest in the Soft & Strong Toilet Paper. There are 380 sheets per roll. Economical and durable, this toilet paper is easily flushable, septic-safe and dissolves quickly to keep your home running smoothly. Happy shopping! - Emma

    submitted byEmma - 1 year ago
    Target staff support

Q: Is this comparable to Scott’s toilet paper? The old packaging used to state what is was comparable too, but this doesn’t.

submitted by Debbie - 1 year ago
  • A: That was a different UP AND UP product. I looked in my purchase history, clicked on it and it says it's no longer available. I wish they'd bring it back, it was awesome.

    submitted byWestHamptonBeach - 1 year ago
  • A: Here's the one they sell now that's similar to Scott's - it's called dealworthy 1000 - they're single ply sheets. Put dealworthy 1000 toilet paper in the search.

    submitted byWestHamptonBeach - 1 year ago

Q: Is this the one that compares to Scott toilet paper? Not sure now since the packaging has changed.

submitted by Debbie - 1 year ago
  • A: No, it's not.i looked through my purchase history and it says it is not available any longer. It was really good toilet paper.

    submitted byWestHamptonBeach - 1 year ago
  • A: That was the purple up and up packaging, 1000 single ply sheets that was comparable to Scott's. They don't make it anymore.

    submitted byWestHamptonBeach - 1 year ago

Q: how many sheets per roll?

submitted by Robin - 3 years ago
  • A: video accompanying this product "Soft and Strong" toilet paper shows the packaging and it clearly lists: "484 TWO-PLY SHEETS PER ROLL TOTAL 645.3 SQ FT (59.9 m7) - 4 IN x 4 IN" for 12 Mega Rolls

    submitted byAtlaspice - 3 years ago
  • A: Hello Robin - Great question, there are 380 sheets per roll. Happy shopping! - Tazia

    submitted byTazia - 3 years ago
    Target staff support

Q: How many total square feet is the 18-roll pack. It's impossible to read from the picture (even if you widen the pic). it looks like it's either 650 or 850 ft.² which is a big difference.

submitted by RedRyder - 3 years ago
  • A: Total 722 SQ FT. 380 2 ply sheets per roll

    submitted bySiyoung - 2 years ago
  • A: Hi RedRyder - Thank you for reaching out! The 18 mega roll pack is 850 Sq Ft. Happy shopping! - Cedria

    submitted byCedria - 3 years ago
    Target staff support

Q: Does it shred....u know little bit pieces everywhere while using???

submitted by DMW - 3 years ago
  • A: no it does not shred

    submitted byMJ - 3 years ago
    Target staff support
  • A: It does not shred, does not feel like "septic tank safe" toilet paper. Works great, ordering it again!

    submitted byLAH - 3 years ago

Q: What is the width of the toilet paper roll? I am not sure it will fit.

submitted by Toilet paper questioner - 7 years ago
  • A: I have a standard toilet paper roll bar and the mega rolls fit just fine...if you get the ultra soft & strong or bigger rolls, the tissue will rub against the wall. Also, there is a lot more dust and debris with the ultra soft. The standard stuff is also a bit too thin and seems to require more to get good absorbancy. I like Soft & Strong the best.

    submitted byAnnV - 7 years ago
  • A: The entire width of the roll is 5-5 1/4" wide

    submitted bykarenleafrost - 7 years ago

Additional product information and recommendations

Guests are saying

The recent changes to this toilet paper have left many guests disappointed, as it no longer meets the quality they once loved. While some appreciate its affordability and decent strength, the softness has significantly declined, making it feel rough and thin. Guests are seeking a return to the previous quality, as many have relied on this product for years. It remains a budget-friendly option, but the inconsistency in quality has raised concerns.
    Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
    4.6 out of 5 stars with 21216 reviews
    quality: 3.54 out of 5
    softness: 3.5 out of 5
    thickness: 3.48 out of 5
    value: 3.69 out of 5
    61% would recommend
    1851 recommendations
    5 out of 5 stars
    23 February, 2026Verified purchase

    (no review title)

    Good quality, quick delivery
    Lauren
    Did you find this review helpful?
    5 out of 5 stars
    23 February, 2026

    (no review title)

    Perfect
    luz
    Did you find this review helpful?
    2 out of 5 stars
    Thumbs down graphic, would not recommend
    22 February, 2026Verified purchase

    Used to be great--but no longer

    This TP used to be great, thick and soft and high quality. As with too many Target brand items, the quality has really dropped and now this is budget-brand quality but with the same price tag. I’ll be sticking to name brands from now on.
    Dana
    quality: 2 out of 5
    softness: 1 out of 5
    thickness: 1 out of 5
    value: 1 out of 5
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    22 February, 2026

    DO NOT BUY!!!

    Target you have got to DO BETTER! There is NOTHING SOFT OR STRONG about this inferior quality tp. When this tp was in the white see through plastic with the blue/aqua colors it was GREAT. I have the save complaint as the others. It’s CHEAP, LACKS SOFTNESS & PEELS APART. EITHER a MAN in VP thought this was a great change or a woman who’s job was on the line to cut costs. Well NEITHER OF THESE PPL MUST have a VA-JAY-JAY bcz this paper is ROUGH & I REFUSE to use it to wipe my nether regions. GO BACK TO THE ORIGINAL ONE & STOP WITH THE SHRINK-NATION SCAMMING tactics. You thought we as consumers wouldn’t notice? I hope & pray your shelves sit with this INFERIOR inventory until you bring back the old softness & proper 2-Ply 380 sheet count. This is UNACCEPTABLE!!!
    Evejen01
    quality: 1 out of 5
    softness: 1 out of 5
    thickness: 1 out of 5
    value: 1 out of 5
    1 guest found this review helpful. Did you?
    1 out of 5 stars
    22 February, 2026Verified purchase

    (no review title)

    Never received although appears in stock
    Enrico
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    21 February, 2026Verified purchase

    For Family

    we love this Toilet Paper
    AMY
    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
    21 February, 2026Verified purchase

    Tears off one square at a time

    This was by far my favorite toilet paper. However, the last pack I had was tearing off one square at a time. So unbelievable inconvenient and annoying,
    GC
    quality: 2 out of 5
    softness: 4 out of 5
    thickness: 4 out of 5
    value: 4 out of 5
    Did you find this review helpful?
    1 out of 5 stars
    20 February, 2026Verified purchase

    Little better than sandpaper.

    Little better than sandpaper. They raised the price and cheapened the product to the point I will be buying it elsewhere.
    Jules
    5 guests found this review helpful. Did you?
    1 out of 5 stars
    19 February, 2026Verified purchase

    (no review title)

    I have purchased this toilet paper for many years but it has changed over the past few months. It now falls apart easily and is thinner. Although it had been a staple in my house for a long time, it might be time to change unless they return to the old quality.
    Diane
    quality: 1 out of 5
    softness: 1 out of 5
    thickness: 1 out of 5
    value: 2 out of 5
    4 guests found this review helpful. Did you?
    1 out of 5 stars
    18 February, 2026Verified purchase

    I DIDN'T GET MY TOILET PAPER. PLEASE SEND IT TO ME ASAP. I'M SICK AND I CAN NOT GO OUT TO BUY IT.

    I didn't get my toilet paper., it's part of my order. I'm out of toilet paper. I'm sick, I can't go out to buy it. Can you please send it to me.
    Rosa
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    18 February, 2026Verified purchase

    Great

    Great paper good value $
    Aa
    quality: 5 out of 5
    softness: 5 out of 5
    thickness: 4 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
    17 February, 2026Verified purchase

    not soft or strong any longer

    This product has changed significantly and is terrible now. it is not soft or strong whatsoever. this feels like sandpaper now and comes apart so easily. I am literally throwing away a. package of 18 rolls because it is that awful. I have used this product for many years and am so disappointed in target that they would take a household staple and allow such a decline in quality.
    Lauren
    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
    16 February, 2026Verified purchase

    (no review title)

    Great toilet paper
    Julia
    Did you find this review helpful?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    16 February, 2026Verified purchase

    short and item

    never recieved
    Jo
    Did you find this review helpful?
    2 out of 5 stars
    16 February, 2026Verified purchase

    Not soft anymore, not worth it anynore

    Although the toilet paper sheets are more narrow than other brands, these were soft enough for the price. Unfortunately purchased 2 of the highest quantity packages and the toilet paper is so thin and rough. Low absorbency.
    Mom Shopper
    3 guests found this review helpful. Did you?
    4 out of 5 stars
    Thumbs up graphic, would recommend
    15 February, 2026Verified purchase

    (no review title)

    Good just expensive
    Reb
    Did you find this review helpful?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    15 February, 2026Verified purchase

    The only one I buy

    I have bought this for years now with no complaints. Family of 5 needs bulk to. The price is great compared to other brands.
    Kelly
    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
    15 February, 2026Verified purchase

    HATE IT PASSIONATELY.

    Worst toilet paper I have ever used. I cannot send it. Thin, cheap, two-ply doesn’t even stay together. It’s junk.
    Michelle
    3 guests found this review helpful. Did you?
    1 out of 5 stars
    Thumbs down graphic, would not recommend
    14 February, 2026Verified purchase

    (no review title)

    It used to be strong. Now it just falls apart. I used to by this as a cheaper alternative to Charmin but now it's absolutely not worth it.
    Jessica
    4 guests found this review helpful. Did you?
    5 out of 5 stars
    Thumbs up graphic, would recommend
    12 February, 2026Verified purchase

    Plungers are Gathering Dust

    Since I've been purchasing this TP all the problems my family was having with clogging toilets completely ended. Add to that fact that it's soft, absorbant, and economical? It's a no-brainer. Thank goodness the plungers are gathering dust!
    JWells
    quality: 5 out of 5
    softness: 5 out of 5
    thickness: 5 out of 5
    value: 5 out of 5
    1 guest found this review helpful. Did you?

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