If the competitor is down 80%, and BBDA is failing to launch, maybe that says something about the product? Perhaps there is not as much market for this as previously thought.
Please keep in mind that I am not bashing, as this does not need to be bashed. It can't go any lower!
Biggest competitor? Relaxation beverages is a saturated category. There are too many companies (who have a lot of $) involved.
Type "relaxation beverage" into Google search and find where KOMA places. A mention of BBDA (Ihub) is on PAGE 24-25 and that was for an article that did not include any mention of BBDA or KOMA!
Just like how KOMA cannot be readily found... very fitting that a simple search does not place it high.