COPENHAGEN (Reuters) -Drugmaker Novo Nordisk said on Monday it would halt its Wegovy weight-loss drug agreement with U.S. telehealth company Hims & Hers Health, pushing Hims shares down 31% in morning trading.

Novo Nordisk unveiled its latest data for a weight-loss drug candidate, but shares of the maker of Wegovy and Ozempic tumbled as the results missed investors’ expectations and reignited concerns about Novo’s rivalry with Eli Lilly.

Patients who took an experimental drug from Eli Lilly & Co. together with Novo Nordisk A/S’s Wegovy maintained muscle while losing weight, offering a potential solution to one of the key problems that’s emerged with popular obesity shots.