Purpose – Altering eating habits are leading to an increase in child obesity rates, especially in lower social class. One possible prevention activity is the implementation of a quality label for children's food. Therefore, this paper seeks to investigate parents' food choice criteria in light of social standing to deduce the possible impact of such a quality label. Design/methodology/approach – A total of 15 qualitative interviews were conducted with parents of different social class. Topics discussed were general diets, grocery shopping behaviour and attitudes towards food quality labels. Findings – Results indicate that parents have similar choice criteria independent of their social class, e.g. quality, price, brand and children's preferences. Nutrition panels and quality labels are not of highest importance. Nonetheless, a need for information exists and their involvement in child nutrition seems to determine the possible impact of quality labels. Research limitations/implications – The qualitative methodology can be seen as a limitation of the study. The influence of involvement has to be further analysed. Originality/value – Some research on the influence of quality labels in general and on family decision-making when shopping for food and with regard to differences in social class does exist. This study contributes to existing research by combining these research streams.