By Maggie Fick and Stine Jacobsen LONDON/COPENHAGEN (Reuters) -Shares in Novo Nordisk fell as much as 3.5% on Monday after detailed trial data on its experimental obesity drug CagriSema fuelled investor concerns about its competitiveness against rival Eli Lilly's pipeline.

Novo Nordisk’s new weight-loss drug helped patients lose even more weight on average than its current Wegovy blockbuster treatment, an early-stage trial showed, as the drugmaker races to develop the next generation of obesity medicines.

Novo Nordisk is ending a deal with telehealth company Hims & Hers, saying Monday that Hims has been engaging in “illegal mass compounding” of GLP-1 obesity treatments and “deceptive marketing.”