Little Red will be Virgin’s first ever domestic flights in the UK and aims to deliver Virgin Atlantic’s “rock and roll spirit,” the airline said.

Little Red will offer free check in luggage up to 23kg, pre-assigned seats and complementary food and drinks including snacks and hot breakfasts on early morning flights.

It has also partnered with a number of brands to offer exclusive products on board including Irn Bru on Scottish flights, plane shaped Tyrells crisps and Bacardi Martini miniatures. It will later offer Krispy Kreme doughnuts, yoghurts from The Collective Dairy and Rude Health granola.

Sir Richard Branson says the new service will challenge BA’s “monopoly” of UK flights from Heathrow since its acquisition of bmi by parent company IAG. It also aims to offer passengers more flexibility to connect with Virgin Atlantic’s international flights.

Sir Richard adds: “Virgin Atlantic has been on an incredible journey since we started with a single plane 29 years ago. Little Red represents the next step on that journey as we go head to head with British Airways to provide domestic flights that deliver Virgin Atlantic’s rock and roll spirit as well as real value for money.”

The launch will be the supported by press, social, outdoor, digital and radio activity.

It will fly 26 daily flights between London Heathrow, Manchester, Edinburgh and Aberdeen. Virgin announced it was to launch flights between Scotland, Manchester and Edinburgh in December.