Norwegian Air Shuttle is offering trips twice a week from Gatwick to Los Angeles, to Florida and to New York.
Not since Freddie Laker's “no frills” venture ended in the early 1980s has a budget carrier attempted to challenge over airlines on the London to New York route.
Gatwick airport, whence the first flight departed for LA, has called it a 'game-changer' in the debate over building a new runway for London.
Norwegian plans a service incorporating both the low-cost European model and traditional transatlantic carriers, with seat-back entertainment included but food and luggage incurring extra charges.
The move has caused some consternation, especially with US airlines, for using different international legislation to avoid high labour costs and to buy aircraft on better terms than its rivals.
The airline's chief executive, Bjørn Kos, said the fuel efficiency of the Boeing 787 Dreamliner plane has reduced costs.
He also said that its long-haul company was set up in EU member Ireland for its air traffic rights and to maintain export guarantees to finance its fleet orders, and that the airline fully complies with European safety standards.
Norwegian already has flights between Thailand, Scandinavia and the US.
Gatwick has been battling against Heathrow to expand its operations and heartily welcomed Norwegian´s flights.
Its chief executive, Stewart Wingate, said: "A low-cost carrier flying to the Big Apple for a small price shows how fast aviation is changing and highlights one of a series of future trends that will have a huge bearing on the UK's runways debate."
He added: "Heathrow's plans are yesterday's solution to tomorrow's problem and that only expansion of Gatwick can meet the challenges and demands of the future."
