A new method to obtain di‐ and trinitrobenzyl substituted pyridines is presented in this paper. By systematic variation of reaction parameters, the reaction conditions were optimized. The novel synthesis circumvents the commonly used nitration of benzyl pyridines, and thus avoids the nitration of the heterocycle which is a common side reaction. Furthermore, the starting materials for the synthesis of a variety of photochromic nitrobenzyl pyridines are easily accessible. The half‐lives of the phototautomers of several new di‐ and trinitrobenzyl‐substituted pyridines were determined. Copyright © 2010 John Wiley & Sons, Ltd.