A new low-fare route by Norwegian to Rio de Janeiro has taken off alongside flights to Miami, San Francisco and summer service to Seattle.
Fares to Rio start at £169.90 one-way as the carrier breaks the current monopoly on direct London to Brazil flights.
A 344-seat Boeing 787 Dreamliner is being used on the service from Gatwick.
New connections to Miami International airport and San Francisco International airport lead in at £175 one way while the summer Seattle service starts at £185.
Norwegian now runs a network of 14 long-haul routes to 12 US destinations and two in South America – Buenos Aires, Argentina and Rio de Janeiro.
The airline claims to serves more destinations in the US non-stop from Gatwick than any other airline in the face of established carriers British Airways and Virgin Atlantic.
Norwegian’s CEO Bjorn Kjos said: “We are delighted to continue to make travelling to South America affordable for all with our new service to Brazil.
“Our route to Rio de Janeiro breaks the monopoly on direct flights between the UK and Brazil and builds upon our expanding services to South America.
“Our extensive network from London Gatwick will give both leisure and business travellers more choice and flexibility when flying with Norwegian on our long-haul routes.
“Our modern fleet of aircraft allow customers to enjoy their trip from the moment they step on board by flying in modern more environmentally friendly and fuel-efficient aircraft.”
Gatwick head of airline relations Stephen King added: “This new route further strengthens Gatwick’s connections to South America continuing our long-standing precedent of championing competition and opening up new destinations and price points for our passengers.
“Brazil further increases Gatwick’s network to the business opportunities provided by the BRIC country economies. While Brazil’s biodiversity, beaches and mountains are famed the world over – making this a highly desirable location for both our business and leisure passengers.
“Today’s new connection is the latest demonstration of the wider trend we are seeing at Gatwick of our airlines increasing frequencies and launching new routes.”
Fred Arruda, Ambassador of Brazil to the UK, said: “This new flight will bring Brazil and the UK even closer together.
“Brazil is known for its wonders and the hospitality of its people and Brazilians across the country wait for British visitors with open arms.”