Novo Nordisk presented trial results from its trials evaluating the efficacy of CagriSema, another weight-loss drug. Patients with chronic obesity lost an average of 22.7% of their body mass at 68 weeks. While that number is significant, it is less than the 25% the company has been aiming for, disappointing investors.

The Danish pharmaceutical said it was ending the partnership because Hims is selling and promoting a cheaper copycat of its blockbuster drug Wegovy.

This morning, the Danish pharmaceutical giant Novo Nordisk announced the abrupt end of its brief partnership with telehealth company Hims & Hers Health (NYSE: HIMS), citing concerns over Hims & Hers’ “knockoff” weight-loss drugs. Now, Hims & Hers’ shares are plummeting as investors react to the news.