You sound surprisingly clueless for a supposed "insider".
The problem was not really the product Bubs Supreme itself.
It was former management's relationship with their daigou supplier, AZ Global. There was no oversight or prudent management of inventory levels.
AZ took on far larger quantities than they or anyone could realistically sell in the market at the time, in order to reap huge bonuses. This lead to channel stuffing, over saturation and inability to sustain pricing and margins.
My criticism is not necessarily the product - though it was clearly an attempt to knock off A2 Platinum. It is that the current management don't seem to have learnt much from the previous errors, they are just trying to find new daigou suppliers. Daigou is not the solution, they need to focus more on cross border e-commerce channels (CBEC).
The margins are not as good and marketing/logistic costs are higher, but I suspect they are still better than the USA market, and the market itself is substantially larger.
Anyway, the more you comment the clearer that you are just someone with an axe to grind rather than someone with any meaningful understanding of the company.
BUB Price at posting:
12.5¢ Sentiment: None Disclosure: Not Held
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