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.