BrCCl 3 represents a rarely used benzylic brominating reagent with complementary reactivity to other reagents. Its reactivity has been revisited in continuous flow, revealing compatibility with electronrich aromatic substrates. This has brought about the development of a p-methoxybenzyl bromide generator for PMB protection, which was successfully demonstrated on a pharmaceutically relevant intermediate on 11 g scale, giving 91% yield and a PMB-Br space-time-yield of 1.27 kg L −1 h −1 . Scheme 1 Proposed photochemical bromination in continuous flow using BrCCl 3 . † Electronic supplementary information (ESI) available: Equipment, procedures, product characterization and NMR spectra. See