BROXO, one of Europe’s recognised water treatment salt brands, has carried out a brand refresh that reflects nearly a century of experience in water softening.
BROXO sits within Hengelo Salt Specialties and Mariager Salt Specialties, both incorporated under Groupe Salins, based in Clichy, France. For over 100 years, the brand has provided premium vacuum salt to professional water treatment operations throughout Europe.
The salt BROXO produces comes from underground caverns in the Netherlands and Denmark, where high-purity vacuum salt is extracted. In the Netherlands, this salt is pressed into briquettes, tablets, and specialist grades for water softening applications. With sodium chloride purity at 99.9% and very low calcium and magnesium content, BROXO produces salt that ranks among the best quality available on the market.
Water softening systems rely on the salt to regenerate ion exchange resins, a process that removes calcium and magnesium from the water supply. This keeps limescale from collecting inside pipes, heating systems, dishwashers, and industrial equipment. Industrial operators who keep water soft reduce their energy costs, spend less on maintenance, and get more consistent performance from their systems.
The refresh concentrates on reinforcing BROXO’s visual identity, making its colours, assets, and design language cleaner and more uniform. The result ties the brand’s established history to a clear and considered 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.”
The brand’s customers today range from restaurants and hotels to commercial buildings and industrial operators, all of whom run water softening systems that require reliable, high-quality salt.
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.