BROXO, a leading European water treatment salt brand, has carried out a brand refresh that marks nearly 100 years of work in the water softening sector.
BROXO belongs to Hengelo Salt Specialties and Mariager Salt Specialties, both part of Groupe Salins, based in Clichy, France. The brand has built more than 100 years of experience supplying premium vacuum salt to professional water treatment systems across Europe.
BROXO produces its salt from high-purity vacuum salt drawn from underground caverns in the Netherlands and Denmark. In the Netherlands, this salt is compacted into briquettes, tablets, and specialist grades made for water softening. Sodium chloride purity stands at 99.9%, with very low calcium and magnesium levels, placing BROXO among the top quality salts on the market.
The salt works in water softening systems by regenerating ion exchange resins that remove calcium and magnesium from water. This process stops limescale from forming inside pipes, heating systems, dishwashers, and industrial plant. Industrial users who maintain effective water softening benefit from reduced energy consumption, lower maintenance demands, and more reliable day-to-day performance.
The refresh focuses on making BROXO’s brand identity stronger and more coherent, reinforcing the colours, visual assets, and design language that its customers know. The updated look connects the brand’s century-long history with a considered approach to the European market ahead.
“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.”
Restaurants, hotels, commercial facilities, and industrial operators form the core of BROXO’s customer base, all running water softening systems that call for 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.