BROXO Refreshes Its Look While Staying True to a Century of Water Treatment Salt

BROXO, one of Europe’s established water treatment salt brands, has announced a brand refresh that reflects its long-standing role in water softening across nearly 100 years.

BROXO belongs to Hengelo Salt Specialties and Mariager Salt Specialties, both part of Groupe Salins, based in Clichy, France. The brand has spent over a century supplying premium vacuum salt to professional water treatment systems throughout Europe.

BROXO extracts its salt from underground caverns in the Netherlands and Denmark. Dutch facilities then compact this high-purity vacuum salt into briquettes, tablets, and specialist grades for water softening. The salt carries a sodium chloride purity of 99.9% and contains very low levels of calcium and magnesium, making it one of the highest quality products of its kind available.

Water softening systems use the salt to regenerate ion exchange resins, which draw calcium and magnesium out of the water. This keeps limescale from forming inside pipes, heating systems, dishwashers, and industrial plant. For industrial operators, consistent water softening brings down energy costs, reduces maintenance work, and protects the performance of their equipment.

The refresh sharpens BROXO’s identity by bringing greater consistency to the brand’s colours, visual assets, and design language. The result connects decades of established customer trust with a clear 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.”

BROXO’s customers include restaurants, hotels, commercial facilities, and industrial operators who run water softening systems that need to perform at a consistently high level.

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.