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In 2010, Sonae, a Portuguese retail company, was determined to expand the business opportunities of Área Saúde, a health specialized area inside Continente food courts, which offered health and well-being related products. Since 2006, the health area had experienced 4 years with continuous growth, becoming the number one para-pharmacy in the market. But, as it was true for other retail formats within Sonae group, it was time to develop new business opportunities. The 2011 marketing strategy should focus on increasing Área Saúde’s market presence by increasing customers’ return rates and loyalty, and investing in a private label. Ana Sousa had been hired as Executive Director to reevaluate the actual marketing strategy and design the 2011 business development plan. With this new plan, Área Saúde should become the number one reference in the health and well-being products sector. The case describes a set of information which Sousa had access to at the time she made her decisions. This information includes an analysis of Área Saúde’s three main product categories and a market research that portraits Continente’s health area market awareness, image perceptions, and customers’ consumption patterns. The objective was to develop, based on the information provided, an analysis of a possible new positioning and product assortment expansion opportunities. This case is based on the actual decision making process which Sonae marketing team had to go through in order to decide what Área Saúde’s market positioning and portfolio management opportunities were. It can be used as a tool to understand the strategic brand management process and product assortment decisions.