BROXO, one of Europe's leading brands in premium water treatment salt, announces a major brand refresh, reaffirming its role as a trusted partner in water softening applications for nearly a century.
Amersfoort (NL) - BROXO is part of Hengelo Salt Specialties e Mariager Salt Specialties, companies belonging to Groupe Salins, headquartered in Clichy, France. With over 100 years of experience, BROXO has built a solid reputation for supplying high-quality vacuum salt, used in professional water treatment systems throughout Europe.
BROXO salt is produced from ultra-pure vacuum salt extracted from underground salt mines in the Netherlands and Denmark. In the Netherlands, the salt is compacted into briquettes and tablets, as well as special grades intended for dishwashing applications. With a sodium chloride purity of 99,9% and an extremely low calcium and magnesium content, BROXO is among the highest quality salts available on the market.
Salt plays a key role in regenerating ion-exchange resins in water softening systems, effectively removing calcium and magnesium. By preventing limescale buildup, BROXO helps protect pipes, heating systems, dishwashers, and industrial installations. In industrial settings, effective water softening reduces energy consumption, reduces maintenance, and maintains operational efficiency.
The brand refresh focuses on strengthening BROXO's core identity, enhancing the distinctive elements, colors and visual language Recognizable and appreciated by customers for decades. The new look reflects both the brand's historical heritage and its forward-looking approach to the European market.
«BROXO has been a benchmark in its segment for over 100 years. This renewal represents a return to our core strengths—quality, reliability, and continuity—while modernizing the way we present ourselves to the market.", he claims Nico Basson, Segment Marketing Manager Water & Retail Products that holds the top spot. "We start from solid foundations to prepare the brand for continuous growth».
Today, BROXO continues to serve a wide range of customers, including restaurants, hotels, commercial facilities, and industrial operators who rely on high-performance water softening systems.
Find out more about BROXO
BROXO is a brand of Salt Specialties, a company belonging to Groupe Salins, one of Europe's largest salt producers. The French group boasts over 160 years of history and currently employs approximately 2.200 people worldwide.
Interesting update, but it seems the brand hasn't changed much; the substance remains the same after a hundred years. I've tried BROXO salt at home, and it seems to work well for ion exchange and removes limescale, but I don't know if the industry promises are always kept; it will take time to see the results.