By Jonathan D. Rockoff And Dana Mattioli 

Teva Pharmaceutical Industries Ltd. launched a $40 billion bid for Mylan NV, bringing into focus the latest battle lines in a fight for heft in the drug industry.

Teva, an Israeli company that says its medicines account for one out of every eight prescriptions in the U.S., revealed the $82-a-share offer in a statement Tuesday. The bid, which Mylan had already indicated it would reject, came less than two weeks after Mylan itself made a $28.9 billion offer to buy Perrigo Co. That overture was rejected Tuesday.

In the biggest health-care deal proposed so far this year, Teva is offering a 50/50 combination of cash and stock for Mylan. The takeover would create the world's top-selling generic-drug company with more than $30 billion in sales in 145 countries. Mylan and Teva are both generic-drug companies with a popular branded product: the EpiPen allergic-reaction treatment in the case of Mylan and the Copaxone multiple-sclerosis drug at Teva.

The three-way tussle underscores the deal-making surge that is under way in an industry grappling with slowing growth. At the heart of the frenzy is a quest for new revenue amid pricing pressure from cash-strapped governments and insurers, and increased competition. Indeed, both EpiPen and Copaxone could face generic competition as soon as this year, analysts say.

To shore up their earnings, companies in the industry have closed laboratories and manufacturing plants, and laid off scientists and other employees. They have also taken advantage of a favorable M&A environment to buy up rivals to add to their sales.

There have already been $175.6 billion of pharmaceutical mergers announced globally so far this year. That puts 2015 on pace to blow through a total of $277.8 billion of deals struck in 2014, which ended up being the best year for mergers in the industry since Dealogic began keeping records in 1995.

In a number of cases, there has been a cluster of activity around a single company. Last year, Allergan Inc. was at the center of a multipronged takeover battle that ended when the Botox maker agreed to be bought by Actavis PLC for $66 billion. And this year Salix Pharmaceuticals Ltd. was the focus of a takeover battle that ended when Valeant Pharmaceuticals International Inc. agreed to pay more than $11 billion for the stomach-drug maker.

Teva said it and Mylan are a natural fit and that the scale of the combined company would help it better manage costs in the low-margin generics business. It added that the tie-up would bolster its ability to develop low-price knockoffs of biotech drugs, a new market that offers the potential for significant growth.

Teva said the combination could lead to cost and tax savings of about $2 billion annually. It didn't explain how it would achieve the tax savings, though both companies are based in lower-tax jurisdictions than the U.S. after Mylan in February completed an acquisition that allowed the Pennsylvania company to incorporate in the Netherlands. That deal was a so-called tax inversion, a type of takeover that become popular among drug companies until the U.S. Treasury clamped down on them last year.

Pulling off the deal won't be easy, in part because Mylan has already made its strong opposition clear. After The Wall Street Journal first reported last week that Teva was considering a bid, Mylan issued a statement saying a combination would lack "sound industrial logic or cultural fit" and be unlikely to win antitrust approval.

Mylan, which added then that it would "carefully consider" any offer nonetheless, made no further comment on the bid Tuesday.

In a letter to Mylan Executive Chairman Robert Coury released Tuesday, Teva Chief Executive Erez Vigodman sought to address those concerns. He indicated Teva could clear any antitrust obstacles by disposing of overlapping products.

The companies are fierce rivals, with Teva stock frequently referred to as "toilet paper" inside Mylan, according to people familiar with the matter. In a sign of the frosty relations between the companies, Teva only advised Mylan of its bid moments before making it public, according to people familiar with the matter.

Teva launched the bid now out of fear that if it allowed Mylan to swallow Perrigo, the resulting company's increased size and complexity would put it out of reach, a person familiar with the matter said.

As speculation grew in recent weeks that Teva might bid for the company, Mylan in early April took steps that would make it ever harder for the Israeli company to prevail. They include creating a legal vehicle in the Netherlands called a "stichting" that can be used to prevent an unwanted takeover.

It then disclosed a bid for Perrigo on April 8. Perrigo on Tuesday afternoon rejected the offer, saying it "substantially undervalues" the company.

Mylan's bid for the Irish company kicked off speculation among deal advisers and analysts that both companies could become takeover targets.

Shareholders of both Teva and Mylan appeared to cheer the news Tuesday, with Mylan stock rising 8.9% to $74.07 and Teva up 1.4% to $64.16. Still, the fact that Mylan stock is trading well below Teva's bid shows investors are mindful of the difficulty the Israeli company will have pulling off the deal.

And some of Teva's own shareholders oppose the combination.

"I don't like this deal," said Benny Landa, a Teva shareholder who is close to some of the company's founding family members. Mr. Landa said Teva would be better off pursuing smaller deals for companies that are developing promising drugs.

Hedge fund Paulson & Co. and others lobbied Teva to do a deal for Mylan, according to people familiar with the matter.

Write to Jonathan D. Rockoff at Jonathan.Rockoff@wsj.com and Dana Mattioli at dana.mattioli@wsj.com

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