Up & Up

Founded 2009 · Minneapolis, Minnesota, United States · 8 products · target.com/b/up-up/-/N-5v61q

61
Brand Score

Certifications

3 certifications
Nsf Gmp Verified Source
NSF Contents Certified Verified
Gluten-Free Certified Verified

Violation History

6 incidents
Fda Warning Inadequate recall response for an infant formula product, which continued to be found on store shelves after the recall was initiated.2025-12-12Source
Recall Up&Up Lemon Magnesium Citrate2022-07-15Source
Lawsuit A proposed class-action lawsuit alleged that Up & Up brand prenatal vitamins contained undisclosed heavy metals.2022Source
Lawsuit Falsely labeling biotin supplements with promises of health benefits that the company allegedly could not back up with scientific evidence.2017Source
Lawsuit As part of a New York Attorney General investigation, several Up & Up herbal supplements were found to not contain the labeled herb or contained unlisted ingredients. This led to a class-action lawsuit.2015Source
Lawsuit False claims that its Immunity Supplement products could treat or prevent illness.2011Source
Products by Up & Up
Whey Protein Powder Chocolate Flavored
Whey Protein Powder Chocolate Flavored
Product 66 Brand 61
Frequently Asked Questions
Is Up & Up a trustworthy supplement brand?

Up & Up receives a brand trust score of 61/100 in GoodSupp's independent analysis. The company was founded in 2009 and is headquartered in Minneapolis, Minnesota, United States. They hold 3 verified certifications including Nsf Gmp, NSF Contents Certified, Gluten-Free Certified. These certifications are independently verified by GoodSupp and indicate the brand meets recognized quality, purity, and manufacturing standards. Note: Up & Up has 6 historical regulatory incidents on record. These are factored into the overall trust score and are detailed in the violation history section above.

Is Up & Up third-party tested?

Yes. Up & Up holds 3 verified third-party certifications: Nsf Gmp, NSF Contents Certified, Gluten-Free Certified. Third-party testing means an independent laboratory — not the supplement company itself — has verified the product's contents, purity, and/or manufacturing practices. This is one of the strongest indicators of supplement quality because it removes the conflict of interest inherent in self-testing. Not all certifications are equal: NSF International and USP are considered the gold standard, while GMP certification indicates proper manufacturing practices.

What are the best Up & Up supplements?

Based on GoodSupp's quality analysis, the highest-rated Up & Up supplements are: Whey Protein Powder Chocolate Flavored (score: 66/100). These scores are calculated from ingredient quality, dosage adequacy, bioavailability, label transparency, and inactive ingredient safety. Scores can vary significantly across a brand's product line — a high brand trust score doesn't guarantee every individual product is top-quality.

Where is Up & Up located?

Up & Up is headquartered in Minneapolis, Minnesota, United States. The company was founded in 2009. They currently offer 8 products in their supplement lineup. Their official website is target.com/b/up-up/-/N-5v61q. Manufacturing location may differ from corporate headquarters — look for GMP certification to verify manufacturing quality standards.

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Disclaimer: GoodSupp provides independent supplement quality analysis for informational purposes only. Scores are generated algorithmically based on ingredient profiles, brand certifications, and public records — read our methodology. This is not medical advice. Always consult a healthcare professional before starting any supplement regimen. Product data is sourced from manufacturer labels and public databases. GoodSupp is not affiliated with any supplement brand.