BROXO, an established European brand in water treatment salt, has announced a brand refresh that reflects its role in water softening spanning close to a century.

BROXO operates within Hengelo Salt Specialties and Mariager Salt Specialties, two companies under Groupe Salins, which has its headquarters in Clichy, France. For more than 100 years, BROXO has maintained a strong standing as a supplier of 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 for water softening. The salt carries 99.9% sodium chloride purity and very low calcium and magnesium content, which puts it at the upper end of quality among salts currently on the market.

In water softening systems, the salt regenerates ion exchange resins that take calcium and magnesium out of the water. Removing these minerals stops limescale from collecting in pipes, heating systems, dishwashers, and industrial installations. For industrial operators, this keeps energy consumption in check, reduces maintenance needs, and supports consistent output from their systems.

The brand refresh works to bring BROXO’s identity into sharper focus, tightening its colours, assets, and visual language into a more consistent whole. The updated presentation links the brand’s established history with its current direction 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 buildings, and industrial operators across Europe, all of whom depend on water softening systems and the quality of salt that goes into them.

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.