GlaxoSmithKline (GSK) (LON: GSK) is facing new competition for its Advair inhaler after Teva (TLV: TEVA) announced that it would be the first to introduce a competitor, Pharmafile reported on Friday. The Israeli pharma firm is set to launch AirDuo RespiClick, a direct equivalent to Advair, as well as a generic version of its own product.

The move has been hailed by some as an intelligent decision to break into the market without causing disruption because of pricing. The inhaler AirDuo is predicted to cost wholesalers or direct purchasers USD285, whereas the generic version will cost less at USD90.

The generic and branded version both contain the same active ingredients, fluticasone propionate and salmeterol, however, the generic inhaler will feature reduced quantities. The combined sales of the generic and branded inhalers are forecast to eat up a quarter of the asthma market which is currently dominated by GSK.

Rob Koremans, president and CEO of Global Specialty Medicines at Teva, commented: "This important launch marks not only the first available generic ICS/LABA product in the US, but also the continued expansion of our RespiClick family of products, which now includes breath-activated inhaler options for both maintenance treatment and rescue medication."

While the launch will not be welcomed by GSK, it is not the company's main concern. Advair, which garnered USD2.35bn in sales in 2016, will hit a bump in the road when generic versions of the product are finally released into the market.