BROXO, a recognised name in European water treatment salt, has announced a brand refresh that sits alongside nearly a century of work in water softening.
BROXO is part of Hengelo Salt Specialties and Mariager Salt Specialties, both of which fall under Groupe Salins, based in Clichy, France. Over more than 100 years, BROXO has earned its place as a trusted supplier of premium vacuum salt to professional water treatment systems across Europe.
The brand draws its salt from underground caverns in the Netherlands and Denmark, where high-purity vacuum salt is extracted. Dutch facilities press this into briquettes, tablets, and specialist grades for water softening. The salt holds a sodium chloride purity of 99.9% and contains very low calcium and magnesium levels, which places it among the highest quality products on the market.
In water softening systems, the salt regenerates ion exchange resins that take calcium and magnesium out of the water. This prevents limescale from forming in pipes, heating systems, dishwashers, and industrial plant. Industrial operators who use effective water softening keep energy costs down, reduce maintenance work, and protect the reliability of their equipment.
The brand refresh aims to sharpen BROXO’s core identity, bringing greater consistency to its colours, visual assets, and design language. The updated look ties the brand’s established history to its plans for the European market in the coming years.
“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 serves restaurants, hotels, commercial facilities, and industrial operators that run water softening systems and need salt they can rely on.
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.