Do something that's not conducive to eating. The folks we talked to aren't sitting around thinking of hot fudge sundaes. They're singing in choirs, taking classes, running marathons, leading weight loss groups, and more. Keep 'em out of sight. Overwhelmingly, weight loss vets control foods like chocolate, ice cream, and potato chips by not having them around.
Moderation is key.
But they're not depriving themselves, either. Knowing that I can eat something and no one's going to say 'you can't' works for me. Go for the best brand of ice cream or the best cut of steak. Often desserts look much better than they taste. If it tastes like cardboard, forget it.