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BAT Launches High-Tech Vape in U.K. to Fend Off Juul, IQOS

  • British American Tobacco’s new product goes on sale in London
  • Industry is under pressure to move away from cigarettes
Inside NXNW Vapor Store As San Francisco Voters Uphold Ban On Flavored Tobacco Products
Photographer: David Paul Morris/Bloomberg
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British American Tobacco Plc is introducing a vaping device in the U.K. that delivers nicotine more efficiently, the latest salvo in a battle to attract smokers to cigarette alternatives amid ever tougher regulations on smoking.

BAT is debuting the new product, dubbed Vype iSwitch, in the face of competition from Philip Morris International Inc.’s IQOS as well as Juul, the industry upstart that started selling e-cigarettes in the U.K. five months ago.