BROXO, an established name in European water treatment salt, has completed a brand refresh that marks close to 100 years of presence in water softening.
BROXO forms part of Hengelo Salt Specialties and Mariager Salt Specialties, two companies that sit under Groupe Salins, which has its headquarters in Clichy, France. Over more than 100 years, BROXO has built a firm reputation by delivering premium vacuum salt to professional water treatment systems across Europe.
The brand sources its salt from underground caverns in the Netherlands and Denmark, where high-purity vacuum salt is extracted. Processing in the Netherlands turns this into briquettes, tablets, and specialist grades suited to water softening. At 99.9% sodium chloride purity with very low calcium and magnesium levels, BROXO salt sits at the quality end of what is available on the market.
Inside water softening systems, the salt regenerates ion exchange resins that draw calcium and magnesium out of the water. This prevents limescale from building up in pipes, heating systems, dishwashers, and industrial installations. For industrial users, maintaining effective water softening brings down energy consumption, reduces maintenance demands, and supports reliable day-to-day operations.
The brand refresh focuses on sharpening BROXO’s core identity, bringing its colours, visual assets, and brand language into a more consistent and recognisable form. The updated design connects the brand’s century-long history with its plans for the European market going forward.
“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.”
Restaurants, hotels, commercial sites, and industrial operators make up BROXO’s customer base, all relying on water softening systems that call for salt of a consistent and high standard.
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.