Platinum is one of the most widely used hydrogenation catalysts. Here we describe the translation of batch reactions to continuous flow, affording tunable C=O versus C=C hydrogenation over a Pt/SiO2 catalyst, resulting in high steady state activity and singlepass yields in the selective hydrogenation of cinnamaldehyde to cinnamyl alcohol under mild conditions. Negligible catalyst deactivation occurs under extended flow operation due to removal of reactively-formed poisons from the reaction zone. Process intensification imparts a four-fold enhancement in cinnamyl alcohol productivity.Chemoselectivity underpins 21 st century catalysis, 1, 2 permitting the targeted modification of specific functional groups within complex starting materials, 3-7 notably from biomass-derived feedstocks. 8 Catalytic hydrogenation of organic compounds possessing multiple unsaturated bonds such as α,β-unsaturated aldehydes is particularly challenging, 9-11 necessitating active sites able to discriminate and preferentially activate closely related moieties. Platinum is widely employed in heterogeneously catalysed hydrogenation of diverse functional groups including C=C, 12 C≡C, 13 C=O, 13 C≡N, 14 NO2 15 and aromatics. 15 The selective hydrogenation of allylic and benzylic aldehydes to unsaturated alcohols is a commercially important industrial process within the flavour, fragrance, agrochemical and pharmaceutical sectors, 9, 16 in which active and selective heterogeneous catalysts for such transformations are essential to circumvent the greater thermodynamic stability of C=O relative to C=C bonds. 9 The liquid phase, selective hydrogenation of cinnamaldehyde (CinnALD) to cinnamyl alcohol (CinnOH) illustrated in Scheme 1 is of significant interest due to the widespread use of this allylic alcohol in perfumes and flavourants. [16][17][18][19] Platinum is a promising catalyst for this challenging reaction, in which hydrogenation of the C=C bond is both kinetically and thermodynamically more favourable than the C=O function, 20 and hence the influence of the physicochemical properties of platinum nanoparticles is a topic of much intensive recent investigation in batch reactors. Particle size effects upon CinnOH selectivity have proved controversial, with oleic acid/oleylamine stabilised mono-and bimetallic colloidal Pt nanoparticles reported to exhibit a strong size dependence of CinnOH selectivity, with low coordination sites favoring C=C hydrogenation, 21, 22 whereas Zhu and Zaera reported that CinnOH selectivity was insensitive to the size of silica supported Pt nanoparticles albeit over a narrow size range. 23 Guo et al have shown that confinement of Pt nanoclusters within the cavity of metal-organic frameworks also promotes CinnOH selectivity; with steric constraints on CinnALD believed to hinder C=C planar adsorption with consequent preferential C=O activation. 24 Kinetics of CinnALD hydrogenation are also a function of support properties 25 and hydrogenation pressure. We recently reported a detailed mechanistic study of the structura...