European water treatment salt brand BROXO introduces a new visual identity while reaffirming its long-standing reputation for quality and reliability in water softening applications.
Water treatment salt brand BROXO has unveiled a comprehensive brand refresh aimed at strengthening its position in the European water treatment market while modernizing its visual identity for future growth.
The update reflects the company’s commitment to innovation and quality after nearly a century of supplying high-performance salt products used in professional water softening systems.
BROXO operates under Groupe Salins through its subsidiaries Hengelo Salt Specialties and Mariager Salt Specialties. The parent company is headquartered in Clichy, France, and has built a long-standing reputation in the global salt industry.
A Legacy of High-Purity Water Treatment Salt
BROXO has been supplying premium vacuum salt products for more than 100 years, serving professional water treatment markets across Europe.
The brand’s salt is produced from high-purity deposits extracted from underground caverns in Netherlands and Denmark.
At production facilities in the Netherlands, the vacuum salt is processed into briquettes, tablets and specialized grades designed for water softening systems.
With a sodium chloride purity level of 99.9 percent and extremely low calcium and magnesium content, BROXO products rank among the highest-quality salts available for professional water treatment applications.
Supporting Efficient Water Softening
Water treatment salt plays a critical role in modern water softening systems.
BROXO salt is used to regenerate ion exchange resins, which remove calcium and magnesium minerals responsible for water hardness.
By preventing limescale formation, the process protects:
- pipes and plumbing systems
- heating equipment
- dishwashers and appliances
- industrial machinery
In commercial and industrial environments, effective water softening helps reduce energy consumption, lower maintenance costs and extend equipment lifespan, making it an essential component of operational efficiency.
Modernizing the Brand While Preserving Heritage
The brand refresh focuses on strengthening BROXO’s core identity by refining its recognizable visual elements, including brand colours, typography and packaging design.
According to the company, the updated identity aims to reflect both its heritage and its forward-looking strategy.
“BROXO has been a leader in its segment for more than 100 years,” said Nico Basson, Segment Marketing Manager for Water and Retail Products.
“This refresh is about returning to our core strengths—quality, reliability and consistency—while modernizing how we present ourselves to the market. We are building on a strong foundation and preparing the brand for continued growth.”
Serving Commercial and Industrial Water Treatment Markets
Today, BROXO supplies water treatment salt to a broad customer base across Europe.
Its products are widely used by:
- restaurants and hospitality businesses
- hotels and commercial facilities
- industrial operators
- water treatment system providers
As demand grows for efficient water management and equipment protection, the company expects its refreshed brand identity to strengthen its presence in both existing and emerging markets.
