BROXO, a long-established European brand in water treatment salt, has completed a brand refresh that reflects nearly a century of presence in water softening.
BROXO forms part of Hengelo Salt Specialties and Mariager Salt Specialties, companies that sit within Groupe Salins, headquartered in Clichy, France. The brand has spent over 100 years building a reputation for supplying premium vacuum salt to professional water treatment operations across Europe.
The salt BROXO uses starts in underground caverns in the Netherlands and Denmark, where high-purity vacuum salt is extracted. Dutch production then shapes this into briquettes, tablets, and specialist grades for water softening applications. At 99.9% sodium chloride purity and with very low calcium and magnesium content, BROXO sits firmly at the quality end of the market.
Water softening systems put the salt to work regenerating ion exchange resins, which pull calcium and magnesium from the water supply. Keeping these minerals out of the water stops limescale from building up in pipes, heating systems, dishwashers, and industrial equipment. For industrial operators, this cuts energy use, reduces the frequency of maintenance, and supports steady, reliable output.
The brand refresh sets out to consolidate BROXO’s identity, making its colours, assets, and visual style cleaner and more consistent across all touchpoints. The result connects the brand’s long track record with a clear presentation for the European market today.
“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’s customer base covers restaurants, hotels, commercial sites, and industrial operators who rely on water softening systems to protect their equipment and manage running costs.
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.
