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Soft & Strong is up&up's store-brand two-ply toilet paper, sold only at Target in an 18-roll pack. It aims at the middle of the market: softer than basic single-ply value rolls, but not a premium quilted or lotion-treated paper. Shoppers pick it as a lower-cost alternative to name brands like Charmin and Cottonelle, and it is one of the chain's most-reviewed paper products. Expect standard two-ply performance rather than plush thickness.
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Lowest price we've seen: $13.99 on Nov 8 at Target. Tracked across 1 store since Nov 8.
Buyers treat it as a solid everyday two-ply that does the job for less than the big brands. Some find it thinner and less soft than Charmin or Cottonelle, and a few mention lint or tearing.
Soft & Strong toilet paper from up&up. Each pack contains 18 rolls.
