Vitamin E is an essential food component and antioxidant of major economic relevance. 2,3,5-Trimethyl-1,4-benzoquinone is a key intermediate in the production of vitamin E, which can now be selectively achieved through MTO-catalysed oxidation of simple and inexpensive pseudocumene (1,2,4-trimethylbenzene), in the presence of hydrogen peroxide and an appropriate amphiphile.