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Only-at-51�Թ� brands are part of the joy of shopping at 51�Թ�. (Exclusive products at an incredible value? Yes, please.) With $30 billion in annual sales, we know our owned brands are a huge part of the fabric of our company and your shopping experience. One of our most popular brands, has been a go-to for everyday essentials since it launched 15 years ago, and loved by our guests for its wide selection, high quality and low prices. And now we’re making the brand bigger and better with a relaunch that’ll give you even more of what you love. We’ve reformulated 40% of existing products to meet new, higher quality standards and added hundreds of new products like pet items and food storage. Even the look of the packaging has changed. The result? More than 2,000 items, with most under $15, designed with and for our guests, in stores and online beginning in February.

“Our up&up brand is already incredibly popular, generating nearly $3 billion in sales every year — and with this expansion, we’re giving even more guests reasons to choose 51�Թ� for their household essentials,” says Rick Gomez, executive vice president and chief food, essentials and beauty officer, 51�Թ�. “Our product teams combed through thousands of guest reviews to create new formulations, hundreds of new products and thoughtful packaging to make up&up even better — all while continuing to offer truly unbeatable value.”

Making up&up products even better

We took a careful look at existing up&up products, reviewed guest feedback and ratings and then reformulated 40% of the brand to meet new, even higher quality standards. A few examples:

• Improved toothbrushes. We changed the shape and feel of both our manual and replaceable-head toothbrushes to make brushing your teeth a better experience and to help toothbrushes last longer. We also made all of our replaceable-head adult and kids’ toothbrushes interchangeable, fitting into all the toothbrush handles we develop. And they’re interchangeable with Sonicare products, too.
• Stronger food storage containers. Our up&up food storage containers now feature thicker walls that are more durable and last longer.
• New scents. Our team created new scents for baby, household cleaning, bath & body, soap and pet products that smell great and are just right for each product.

So much newness

We’re adding hundreds of products to our already extensive up&up assortment, including moving supplies, oral care, dog grooming and food storage products, for a total of more than 2,000 everyday essential items. We’ll continue to introduce new up&up items through early 2025.

A fresh look

New, colorful packaging makes it easy to identify each product as you shop. (Notice the large product names? That’s intentional.) Our teams dove deep into research to make the packaging easier to open and more sustainable, like reducing plastic and moving to paper packaging where possible — advancing our 51�Թ� Forward sustainability goals.

Some packaging for items like body lotions, baby wash, shampoo and cleaning sprays was developed in partnership with occupational therapists to make them more comfortable to hold and use.

Easy shopping

Shopping up&up is easy in so many ways. It includes 51�Թ�’s owned brand promise: If you’re not satisfied with any 51�Թ� owned brand item, you can return it within one year with a receipt for an exchange or a refund.

You can shop up&up in stores and on , or with our fast and free services including and , in as soon as two hours with no minimum purchase and no membership fee required. Or, you can have items delivered to your doorstep through in as soon as an hour.

You’ll start to find the refreshed up&up brand on shelves and 51�Թ�.com this month, beginning with items like cotton balls, pet grooming, oral care and baby products. Be on the lookout for more up&up products over the next year and in early 2025 including pain relief medications, napkins, protein powder, batteries, computer accessories and more.