BROXO, one of Europe’s leading names in water treatment salt, has carried out a brand refresh that reflects nearly a century of experience in the water softening sector.
BROXO operates as part of Hengelo Salt Specialties and Mariager Salt Specialties, companies incorporated under Groupe Salins, based in Clichy, France. For over 100 years, BROXO has maintained a strong position in the market by providing premium vacuum salt to professional water treatment systems throughout Europe.
The brand extracts its salt from underground caverns in the Netherlands and Denmark, where high-purity vacuum salt is drawn from the earth. Dutch facilities process this into briquettes, tablets, and specialist grades for water softening. Sodium chloride purity reaches 99.9%, with very low calcium and magnesium content, making BROXO one of the higher quality salt options available on the market today.
Water softening systems use the salt to regenerate ion exchange resins, removing calcium and magnesium from the water supply in the process. This stops limescale from collecting in pipes, heating systems, dishwashers, and industrial equipment. For industrial operators, effective water softening keeps energy costs low, reduces the burden of maintenance, and protects the long-term performance of their systems.
The refresh sets its sights on strengthening BROXO’s brand identity, making its colours, visual assets, and design language more consistent and easier for customers to recognise. The updated look ties the brand’s deep roots to a clear and practical direction for the European 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 supplies a wide range of customers across Europe, from restaurants and hotels to commercial facilities and industrial operators, all of whom run water softening systems that depend on salt that performs to a high and consistent 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.
