BROXO, one of Europe’s established water treatment salt brands, has updated its brand identity, reaffirming its role in water softening after close to 100 years in the industry.
BROXO forms part of Hengelo Salt Specialties and Mariager Salt Specialties, which both sit within Groupe Salins, based in Clichy, France. The brand has spent over a century building its name by supplying premium vacuum salt to professional water treatment systems throughout Europe.
The salt BROXO produces comes from underground salt caverns in the Netherlands and Denmark, where high-purity vacuum salt is extracted. Processing in the Netherlands turns this into briquettes, tablets, and specialist grades for water softening use. At 99.9% sodium chloride purity and with very low calcium and magnesium content, BROXO sits among the highest quality options on the market.
In water softening systems, the salt regenerates ion exchange resins that remove calcium and magnesium from the water supply. Removing these minerals stops limescale from collecting inside pipes, heating systems, dishwashers, and industrial plant. For industrial users, this reduces energy consumption, cuts the need for maintenance, and keeps equipment working reliably.
The refresh works to strengthen BROXO’s identity, bringing consistency to the brand’s colours, assets, and visual style that its customers have come to know. The result ties the brand’s heritage to its plans for the years ahead 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.”
Today, BROXO supplies restaurants, hotels, commercial buildings, and industrial operators that run high-performance water softening systems.
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.
