Danish children have a much larger intake of sugar-rich foods and drinks than recommended. This study aimed to (1) explore social aspects and practices of pre-school children’s intake of sugar-rich foods and drinks and (2) evaluate barriers and parental strategies to reduce their children’s intake of sugar-rich foods and drinks employed in connection with the 3.5-month family-centred intervention trial ‘Are you too sweet?’. Intervention components included communication of the recommended maximum intake and reduction strategies, supported by resources encouraging and facilitating behavioural changes. A random sample of families (n = 24) from intervention schools participated in post-intervention semi-structured interviews. A thematic content analysis was conducted, revealing three main domains of social practices: (1) ‘family treats’, including the weekly Danish concept ‘Friday sweets’, (2) ‘everyday treats’, such as sweet snacks in lunch packs, between-meals snacks and soft drink habits and (3) ‘socialized treats’, including treats at special occasions. Parents employed several strategies, most often substitution and portion-size reduction, but also limiting home availability. Families most frequently made changes that were easily adoptable and close to existing routines at home. In conclusion, the intervention components provided families with knowledge and strategies that facilitated behavioural changes towards reducing the intake of sugar-rich foods and drinks.