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Up & Up Soft & Strong is Target's house-brand two-ply toilet paper, sold in six-roll packs. It aims at a middle ground: softer than basic single-ply value rolls, but not the plush, thick sheets of premium brands. It suits households that want a dependable everyday roll without paying premium-brand prices, and it is a reasonable step up from store-brand budget paper.
In stock
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Lowest price we've seen: $5.99 on Nov 8 at Target. Tracked across 1 store since Nov 8.
Shoppers rate this store-brand roll well for everyday use, calling it a solid value alternative to name brands. Most say it is soft enough and holds up without tearing, though some find it thinner than premium paper.
This is Soft & Strong toilet paper from up & up. It comes in a pack of 6 rolls.
