BROXO, a well-established European brand in water treatment salt, has completed a brand refresh that reflects its standing in water softening built over nearly a century.
BROXO operates as part of Hengelo Salt Specialties and Mariager Salt Specialties, both companies within Groupe Salins, headquartered in Clichy, France. For over 100 years, BROXO has provided premium vacuum salt to professional water treatment systems across Europe.
The brand extracts high-purity vacuum salt from underground caverns in the Netherlands and Denmark. Dutch facilities process this into briquettes, tablets, and specialist grades designed for water softening applications. At 99.9% sodium chloride purity and with very low calcium and magnesium content, BROXO produces salt that sits at the higher end of what is available on the market.
Water softening systems depend on the salt to regenerate ion exchange resins, a process that pulls calcium and magnesium out of the water supply. Removing these minerals prevents limescale from forming in pipes, heating systems, dishwashers, and industrial equipment. Industrial operators who maintain effective water softening see lower energy consumption, reduced maintenance demands, and more consistent output from their systems.
The refresh focuses on making BROXO’s identity clearer and more uniform, reinforcing the colours, brand assets, and visual style that its customers across Europe know well. The updated presentation connects the brand’s long history to its current position and future plans 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 supplies restaurants, hotels, commercial facilities, and industrial operators across Europe, all of whom run water softening systems that require salt of a consistently high standard.
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.
