BROXO, a prominent European brand in water treatment salt, has announced a brand refresh that draws on nearly a century of work in water softening.
BROXO belongs to Hengelo Salt Specialties and Mariager Salt Specialties, both part of Groupe Salins, headquartered in Clichy, France. The brand has spent over 100 years supplying premium vacuum salt to professional water treatment systems across Europe, earning a name for quality and consistency along the way.
BROXO takes high-purity vacuum salt from underground caverns in the Netherlands and Denmark. Dutch production facilities compact this into briquettes, tablets, and specialist grades for water softening use. The salt carries 99.9% sodium chloride purity and very low calcium and magnesium content, which places it among the highest quality products of its kind on the market.
The salt serves a straightforward purpose in water softening systems: it regenerates ion exchange resins that strip calcium and magnesium from the water. Without this, limescale forms inside pipes, heating systems, dishwashers, and industrial plant. Industrial operators who manage water softening well reduce energy use, cut down on maintenance, and keep their equipment in better condition for longer.
The refresh works to make BROXO’s identity more coherent, tightening the brand’s colours, assets, and visual language into a cleaner and more recognisable whole. The updated presentation reflects the brand’s history and charts a clear course for its activity in 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 continues to supply restaurants, hotels, commercial facilities, and industrial operators across Europe, all of whom depend on water softening systems to keep their operations running well.
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.
