As a long time maintainer of a significant weight loss, I have to say that long term food is STILL my favorite reward, and pretending I no longer wanted the foods I wanted worked for me in the short term but always came back to bite me later on.
But here's what has worked for me: PORTION CONTROL.
I am allowed to have the foods I crave, but in reasonable portions and not all that often. If there is a food that I get out of control with, I don't buy it and don't keep it in the house, but I do replace it with some other food I enjoy but which I don't end up over doing.
Not keeping stuff that I crave in the house, easily eliminates most of the problem. If I have to drive 20 minutes each way to get a particularly fabulous cream puff (which I do right now) I will eat one once a week, and after a few weeks that will go to once a month.
Interestingly, when I have done this before with several foods I have found myself, somewhat to my surprise, eating one and thinking, "This is no longer thrilling me like it used to!" Indeed, last week there was a "Free donut day" at Dunkin Donuts and I only ordered coffee, after realizing I don't really like their donuts all that much! But my goodness, back when I was eating strict low carb/no flour, I used to dream about the damn things!
So basically, for me, this has been about finding strategies that don't pit me against myself or ask me to change my basic personality. I love food. I find it very satisfying. Sharing food with my husband is one of my favorite things to do. I love it when he brings me little treats. But training him to bring me a few very expensive specialty chocolates rather than a half a pound of chocolate covered nuts has made a big difference in what I end up doing to my body.