[jiveturkey]

You missed one obvious reaction, the one I'd use: business as normal.

Why? Because spiking supply now will hurt them later. Usage hasn't/doesn't actually go up. In fact, usage will go down by whatever percentage of the population succumbs.

[froindt]

I agree from a purely production point of view. But then the marketing director says "if we're the one on the shelves, people will remember our brand positively and drive up brand loyalty/future sales".