BROXO, one of Europe’s established water treatment salt brands, has put through a brand refresh that draws on close to 100 years of experience in water softening.
BROXO sits within Hengelo Salt Specialties and Mariager Salt Specialties, two companies incorporated under Groupe Salins, which is headquartered in Clichy, France. The brand has spent more than 100 years providing premium vacuum salt to professional water treatment systems throughout Europe.
BROXO salt comes from high-purity vacuum salt taken from underground caverns in the Netherlands and Denmark. Processing plants in the Netherlands compact this into briquettes, tablets, and specialist grades for water softening use. The salt reaches 99.9% sodium chloride purity with very low calcium and magnesium content, ranking it among the highest quality salts available today.
The salt plays a defined role in water softening systems, regenerating ion exchange resins that strip calcium and magnesium from water. This action stops limescale from accumulating inside pipes, heating systems, dishwashers, and industrial installations. For industrial users, this means lower energy bills, less time spent on maintenance, and equipment that holds up over time.
The refresh directs its attention at BROXO’s core identity, reinforcing the colours, brand assets, and visual language that customers across Europe have come to recognise. The updated design reflects both the brand’s deep roots and its direction in the European market going forward.
“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 works with restaurants, hotels, commercial buildings, and industrial operators, all of whom depend on water softening systems that deliver consistent results.
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.
