Going viral in the blink of an eye can be the best—or worst—thing to happen to new natural CPG companies. On one hand, you instantly have hordes of consumers clamoring for your product and retailers lining up to place orders. On the other hand, demand just ballooned to such an insane level that now you’re left scrambling to keep up. Don’t let a good thing sink your brand. Annie Lawless, cofounder of Suja—which went viral overnight—offers expert advice for weathering the storm.