I believe one of the problems we have with weight is that many of the "naughty" foods are connected with self-image. We are conditioned from childhood to associate food with how others think about us.

'Be a good girl and eat all your dinner, then you can have your pudding'

'If you're good I'll buy you an ice cream'

'I love you - here's a box of chocolates to show I do'

etc. etc.

It can be very hard to overcome the food=reward thinking. Even Weightwatchers say you can have a "treat" (meaning food or sweets) if you stick to the diet and save points up for another day.

Thinking "I deserve to be slim", instead of "I deserve this treat" is not easy but there is nothing like the buzz you get when someone notices how good you look once the weight is off!