BROXO, a well-known European brand in water treatment salt, has announced a brand refresh that builds on nearly 100 years of work in water softening.
BROXO is part of Hengelo Salt Specialties and Mariager Salt Specialties, both companies within Groupe Salins, headquartered in Clichy, France. The brand has spent over a century earning a solid reputation for supplying premium vacuum salt to professional water treatment systems across Europe.
BROXO extracts high-purity vacuum salt from underground caverns in the Netherlands and Denmark. Dutch facilities then compact this into briquettes, tablets, and specialist grades for water softening. The salt reaches 99.9% sodium chloride purity and carries very low calcium and magnesium levels, putting it among the top quality salts available on the European market.
The salt works inside water softening systems by regenerating ion exchange resins, which pull calcium and magnesium from the water. This stops limescale from forming in pipes, heating systems, dishwashers, and industrial plant. For industrial operators, sound water softening reduces energy draw, cuts maintenance requirements, and keeps systems performing at a steady level.
The refresh sets out to bring greater clarity and consistency to BROXO’s colours, visual assets, and brand language. The updated identity reflects the brand’s long track record and its current approach to 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 works with restaurants, hotels, commercial facilities, and industrial operators that depend on water softening systems to protect their equipment and keep running costs under control.
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.
