The new transatlantic entrant will offer return fares from £255, including taxes but not baggage. Its daily direct service, departing Gatwick, will get under way on 12 August, operated by Boeing 787 Dreamliner aircraft.

Flights will depart Gatwick at 1pm, arriving New York JFK at 3.55pm. Returns will depart New York at 5.55pm, arriving Gatwick at 6.20am (+1). "More destinations in the United States will be announced soon," said Norse.

“We are very pleased to now be able to welcome customers looking to book great-value flights between London Gatwick and New York JFK," said Norse chief executive Bjorn Tore Larsen.

"Customers now have an affordable option allowing them to book a last-minute trip or a holiday of a lifetime with an airline that offers choice and flexibility."

He added: “The introduction of affordable Norse Atlantic Airways point-to point flights between Europe and the United States will benefit both local tourism and businesses.

"Not only are we directly investing in the countries that we operate by employing local staff but also supporting job creation across the wider tourism and service industry."

Norse has sought to fill the gap left by Norwegian Air’s decision to exit the low-cost transatlantic market owing to the pandemic. Norwegian announced in January 2021 its long-haul operations were "no longer viable".

Norse will offer two cabins, Economy and Premium, and three fares – Light, Classic and Plus, the former being its no frills budget option and the latter including maximum baggage allowance, two meal service, enhanced airport and onboard experience and greater ticket flexibility.

It will also, from August and for the rest of the summer season, operate daily Gatwick-Oslo flights, also operated by its Dreamliner aircraft. Norse said the service would allow UK customers to connect with its Oslo routes to Fort Lauderdale, Orlando and Los Angeles.

Gatwick chief executive Stewart Wingate added: “The arrival of a new airline following the turbulent past two years for the industry, and one that will be offering fantastic long-haul routes across the Atlantic, is particularly exciting news.

"Passengers across London and the south-east will now be able to benefit from another transatlantic service from Gatwick, with Norse offering excellent value for money for those flying out for a dream holiday, or important business trip, to New York, one of the world’s most famous and dynamic cities.”