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The battle over the Atlantic route is heating up.  Just the other day Zoom Airlines announced service from London Gatwick to New York’s JFK airport for as low as 129£ ($256 US).  This is significantly lower than any fare on British Airways or Virgin Atlantic.  

Zoom says it plans to become the UK's leading low-cost transatlantic airline providing an ' affordable alternative' to BA and Virgin which have been 'fleecing passengers for too long'.

Flights on British Airways start around $400 US and can go up to $800 US or higher.  Virgin Atlantic is not much better either. 

Zoom Airlines says that passengers will have assigned seats and meal service, but it has yet to be seen if the services will match up with those offered by BA and Virgin. 

Zoom will initially operate five flights per week direct from Gatwick to New York and two off-peak services via Bermuda.  The low-fare airline will operate daily flights from Gatwick to New York JFK starting June 21.  Passengers can not book from the US to London yet.  A prompt comes up when trying to book from the US:  Due to US Dept of Transportation regulations, we are presently unable to offer our flights from NYC to London and Bermuda to persons in the US. 

It advises to check the website within a few weeks for updates.  For a round trip ticket to London from the US for only $260 US, I'll be checking back often.   

This is Money.co.uk