Up & Up (Target) Pitcher Review: Lab Analysis & Hands-On Testing

Full Analysis of the Up & Up Navy 7 Cup

Filtration: 2.97/5.00

The Up & Up (Target) Navy 7 Cup achieved 2.97/5.00 for filtration. How? Most importantly, it achieved solid results in our lab testing. Also, the filtered water was odorless, but it had some taste remaining. Plus, the pitcher has only a handful of NSF/ANSI certifications for contaminant reduction (mostly covering “easier-to-remove” impurities) and no additional third-party testing.

1. Lab Results: 4.22/5.00

In our lab test comparing an unfiltered and a filtered tap water sample, the up & up pitcher could remove 6 undesirable impurities and contaminants to below the minimum detection level (so essentially to 100%): chlorine, bromodichloromethane, bromoform, dibromochloromethane, copper and barium.

The following substances remained in our water:

• Boron was reduced by 50%, which is moderate.
• Lithium was reduced by 0%. Although this seems like a particularly bad result at first glance, lithium was already at the lowest detectable level (0.01 ppm) in the unfiltered sample. Due to a limitation of the 2024 analytical method (the lab reported lithium only in 0.01 ppm increments), reduction could only be calculated as either 0% or 100%.
• Strontium was reduced by 89%, which is high.
• Nitrate was reduced by a minimum of 70% (solid) and up to 99% (very high).
• Fluoride was reduced by 2%, so very poor.
• Uranium was reduced by a high 86%.

Finally, limescale was reduced by 88%, so the up & up pitcher should help protect your kettle and/or coffee maker from buildup.

Aside from contaminant reduction, we found silver in our filtered water suggesting potential leaching. However, at 0.05 ppm, it was still under the strictest silver heath guideline of 0.1 ppm established by the EPA to prevent “skin discoloration; graying of the white part of the eye.”

Lab Results Charts

2. NSF/ANSI Certifications and Other Test Data

The Up & Up pitcher is certified for the reduction of 8 contaminants by the WQA against NSF/ANSI Standards 42, 53, and 401. These certifications include chlorine, a few emerging compounds (2 pharmaceuticals and the herbicide linuron), benzene, and the metals copper and mercury – all of which we consider “easier to remove” as compared to other contaminants such as chromium 6.

3. Filtration Process

The Up & Up filter cartridge uses activated carbon and ion exchange resin. Activated carbon removes things like bad tastes and odors, chlorine/chloramine, disinfection byproducts and other organics, as well as certain metals. Ion exchange targets dissolved, unwanted ions in the water.

4. Taste and Odor Tests

In our test, the freshly filtered water was odorless but had some remaining taste.

Usability: 4.05/5.00

The Up & Up pitcher achieved a usability score of 4.05/5.00, based on its performance in the following categories:

1. Initial system assembly including filter priming (1.00/1.00)
2. Day-to-day use (2.35/3.10)
3. Filter replacements (0.70/0.90)

1. Initial Setup: 1.00/1.00

Assembling the Up & Up pitcher is easy and straightforward. Users can find a brief tutorial video on Target’s website.

Here’s a quick breakdown of the setup process:

1. Place your water filter cartridge in cold water for a few seconds. Shake gently while submerged to remove any air bubbles.
2. Place water filter cartridge in the reservoir opening of the pitcher. Press down to make sure the cartridge is seated properly.
3. Fill the reservoir with cold tap water.
4. Replace lid. Adjust the timer so that you know when to change the filter.

2. Day-to-Day Use: 2.35/3.10

2.1 Speed & Water Capacity: 0.55/1.20

The Up & Up Navy 7 Cup is a practical choice for daily use. While we have fairly limited information regarding some of its technical specifications (we no longer have access to the unit tested in 2024), we do know the filtered reservoir is on the smaller side (7-cup capacity).

That said, this pitcher filters fast enough to meet the daily water needs of the average-sized US and US family households, and it can handle thirst bursts. It even filters on-demand, providing 1 cup in under 45 seconds. In our 2024 filtration speed test, the pitcher could filter 4 cups in a quick 2:55 min.

Finally, the pitcher fits both on the shelves and in the door of a standard fridge (dimensions: 4.17″x10.43″x10.24″). Unfortunately, as we lack information on the feed capacity, we don’t know if you’ll be able to fill a large 40-oz bottle with a single refill.

2.2 Handling & Pouring: 1.15/1.15

The Up & Up is lightweight and pours nicely even when pouring fast. While handling is made easier with a lighter pitcher, less weight may indicate flimsier construction (e.g., thinner plastic) and/or less filter media (not ideal for optimal filtration performance).

2.3 Refilling: 0.65/0.75

The Up & Up is easy to refill owing to its flip-top lid.

3. Filter Replacements: 0.70/0.90

Filter replacements are very easy, and there is an analog calendar ring built into the lid to help you remember when it is time to do so. Rated filter life is 40 gallons. Assuming 300 gallons of yearly water consumption for the average household, we estimate that you will have to change the filter 7.5x annually.

Costs: 5.00/5.00

Based on value for money, the Up & Up pitcher achieved a cost score of 5.00 out of 5.00, indicating it is relatively inexpensive for what it offers compared to competing pitchers (a score of 4.00 represents average value). Notably, its upfront price is well below average compared to the other water filter pitchers we tested, and its annual filter replacement cost is substantially below average.

1. Upfront Price

As of September 16, 2025, the Up & Up is priced at $17.99, which is well below the $58.53 average across all the water filter pitchers we tested.

2. Long-Term Expenses for Filter Replacements

Based on 300 gallons consumption and a 40-gallon filter life, we estimate $30 in annual filter replacement costs, which is substantially below the $120.13 average across all the water filter pitchers we tested.

3. Product Warranty

There is no specified warranty for this product. However, there is a 1-year satisfaction guarantee.

4. Other Cost Factors

• The Up & Up comes with 1 extra filter cartridge.

Additional

1. Easy to Clean

The Up & Up pitcher is dishwasher-safe (the filter is not).

2. BPA-Free

This pitcher is made from BPA-free materials.

3. Frequent Customer Complaints

There are not many reviews on this product; therefore, we do not have a list of frequent complaints.

Bottom Line: No Match for More Sophisticated Pitcher Filters (3.59/5.00)

Filtration weighted at 60%, and usability and cost at 20% each, the Up & Up (Target) Water Filtration Pitcher scored a final rating of 3.59 out of 5.00.

It’s a budget-friendly pitcher that showed solid results in our 2024 lab testing for contaminant reduction and is easy to set up, use, and maintain. It also filters quickly plus on demand, fits easily in the fridge, and produced odorless water (though it still had some remaining taste).

However, it has only a handful of NSF/ANSI certifications covering easier-to-remove impurities, and no additional third-party testing. It’s highly affordable with well below-average upfront and substantially below-average annual filter replacement costs, but with its low price point comes lightweight construction. Plus, no warranty is provided (though it does have a 1-year satisfaction guarantee).

Overall, the Up & Up is not a bad option, but we think there are better filter pitchers on the market.