BROXO, one of Europe’s leading brands in water treatment salt, has carried out a brand refresh that draws on close to a century of experience in water softening.
BROXO is part of Hengelo Salt Specialties and Mariager Salt Specialties, both incorporated under Groupe Salins, which has its headquarters in Clichy, France. The brand has supplied premium vacuum salt to professional water treatment systems across Europe for more than 100 years.
BROXO sources its salt from underground caverns in the Netherlands and Denmark. High-purity vacuum salt from these sites is processed in the Netherlands into briquettes, tablets, and specialist grades for water softening use. The salt achieves 99.9% sodium chloride purity and carries very low calcium and magnesium content, putting it at the top of the quality range on the market.
The role of the salt in water softening is to regenerate ion exchange resins, which strip calcium and magnesium from the water. This stops limescale building up in pipes, heating systems, dishwashers, and industrial equipment. In industrial settings, this leads to lower energy use, reduced maintenance, and steadier operational performance.
The refresh concentrates on strengthening the core elements of BROXO’s brand, including its colours, visual assets, and design style, which customers across Europe have recognised for decades. The new look ties the brand’s history to its approach to the market today and in the years ahead.
“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 works with a broad range of customers, from restaurants and hotels to commercial sites and industrial operators that depend on water softening to keep their systems in good order.
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.
