After almost two years of rumors, aviation tycoon David Neeleman’s startup airline in the United States was officially launched this Friday. Breeze Airways will be the name of the new company, which up until now was provisionally called “Moxy.”

The new airline, which labels itself as the “world’s nicest airline,” is still applying to its operating certificate with the U.S. Federal Aviation Administration along with the U.S. Department of Transportation, and expects to start operations by the end of this year.

This will be Neeleman’s fifth airline start-up, following the creation of Morris Air, WestJet, JetBlue and Azul. These four disrupted the markets they were founded in, and Breeze’s plan is to disrupt the aviation market in the United States once again.

The start-up stated in the press release that “Breeze will fly non-stop service between places currently without meaningful or affordable service”. Neeleman added that “20 years ago, we brought humanity back to the airline industry with JetBlue. Today, we’re excited to introduce plans for ‘the World’s Nicest Airline’.”