BROXO, an established European brand in water treatment salt, has announced a brand refresh that reaffirms its place in water softening after nearly 100 years in the field.
BROXO forms part of Hengelo Salt Specialties and Mariager Salt Specialties, companies within Groupe Salins, based in Clichy, France. The brand has built its name over more than 100 years by delivering premium vacuum salt to professional water treatment systems across Europe.
BROXO produces its salt from high-purity vacuum salt extracted from underground caverns in the Netherlands and Denmark. In the Netherlands, this salt is compacted into briquettes, tablets, and specialist grades for water softening. Sodium chloride purity reaches 99.9%, with very low calcium and magnesium levels, which puts BROXO among the best quality options available on the market.
The salt serves a clear function in water softening systems: it regenerates ion exchange resins that remove calcium and magnesium from water. Without this process, limescale collects in pipes, heating systems, dishwashers, and industrial plant. For industrial users, keeping water soft reduces energy draw, limits maintenance frequency, and keeps operations running without disruption.
The refresh sets out to strengthen BROXO’s identity by making its colours, assets, and visual language more consistent and easier to recognise. The updated brand presentation reflects the company’s history and its outlook 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.”
The brand’s current customers span restaurants, hotels, commercial facilities, and industrial operators, all of whom rely on water softening systems to protect their equipment and reduce 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.
