BROXO, a leading European brand in water treatment salt, has completed a brand refresh that underlines its standing in water softening built up over almost a century.
BROXO operates within Hengelo Salt Specialties and Mariager Salt Specialties, both companies under Groupe Salins, which has its headquarters in Clichy, France. For more than 100 years, BROXO has provided premium vacuum salt to professional water treatment systems across Europe.
BROXO produces its salt from high-purity vacuum salt taken from underground caverns in the Netherlands and Denmark. Dutch production compacts this salt into briquettes, tablets, and grades made for water softening. The salt reaches 99.9% sodium chloride purity and contains very low levels of calcium and magnesium, which puts it among the market’s highest quality products.
The salt works inside water softening systems by regenerating ion exchange resins that take calcium and magnesium out of water. This action keeps limescale from forming in pipes, heating systems, dishwashers, and industrial installations. In industrial use, effective water softening brings down energy costs, reduces maintenance demands, and supports consistent operational output.
The brand refresh tightens BROXO’s core identity and brings clarity to its colours, visual assets, and brand language that customers across Europe recognise. The updated presentation connects the brand’s established history with its path forward in the market.
“BROXO has been a leader in its segment for over 100 years. This refresh is about returning to our core strengths: quality, reliability, and consistency while modernising how we present ourselves to the market,” says Nico Basson, Segment Marketing Manager Water & Retail Products. “We are building on a strong foundation and preparing the brand for continued growth.”
BROXO serves a broad customer base that includes restaurants, hotels, commercial sites, and industrial operators who depend on water softening systems.
About
BROXO is a brand of Salt Specialties which is a part of Groupe Salins, one of the largest salt producers in Europe. The French group has existed for more than 160 years and currently employs approximately 2,200 people worldwide.
