When Pinocchio lied, his nose grew. When you lie to yourself about your diet, it won't be your nose growing, warns Sophie Pachella, founder of EatStrong

1. I deserve it
This is a classic example of self-sabotage. Exactly what do you deserve? Blown progress? Thicker thighs? Self-medicating with food is a learned behaviour, which invariably leaves us feeling miserable. Instead, establish a food-free reward system such as indulging in a good workout, or new pair of running socks. Work on progressively altering the feeling that food soothes. The numbing effect is fleeting at best but the consequences sadly linger.

2. I've saved calories by missing breakfast
Not so. In fact, nothing could be further from the truth. Skipping breakfast lowers your metabolism meaning that the next meal you eat is far more likely to be stored as saddle bags. Skipping a healthy breakfast doesn't give you free license to gorge on crisps and biscuits before lunch. Some starters can run up over 1500 calories. Eat regularly and consistently to keep your blood sugar level and temper temptation.

3. It's free!
Hardly. The free 500-calorie bagel at the office costs you £50 with your personal trainer just to get back to square one. Furthermore, when food is free, we settle for below-par standards. Stale? Picked over? Ask yourself if you'd shell out the money to eat it. While you're at it, pop 50p in a jar each time you refuse free food. At the end of the month treat yourself to a healthy reward.

4. It would be rude to refuse
Never have two issues been as frequently confused as food and love. When a colleague, mother or friend offers us food, we feel compelled to accept even when we're not hungry. If this situation occurs frequently make your case clear. Rather than repeatedly turning down food, state your intention once, firmly and politely and ask for your efforts to be supported. In circumstances which require a little more finesse, graciously accept while insisting you're already full and are only having a bite because 'it looks divine'. If you announce your intention, you're less likely to then polish off of the entire slice of cake.

5. It's not the same without (popcorn, hotdog?)
If an event requires food to distract you, go home. It can't be that entertaining. Our behaviour at the cinema is quasi-Pavlovian. So use this to your advantage. Create a new habit, and work at making it stick. Bring your own air-popped popcorn to the cinema or better yet, take pride in proving to yourself you can survive two hours without food. Once you've established a new habit, you can draw upon that behaviour the next time and repeat it until it becomes the new you.

6. Supersize and save!
Pay £1 extra for a coke and plate of chips...why not? Because your goal isn't to load up on as much food as possible, that's why. Food isn't scarce. If you pay full price for half the portion, enjoy the fact that you're treating yourself right. Pay more for less you. Now that's a bargain.

7. It would be wasteful not to
Call me cheap, but this is my downfall. Throwing food away doesn't come easily; apparently I'd rather use my tummy as a trash can. How many times have you finished what's on your plate in a restaurant because you paid for it, even though it didn't taste particularly good or ate a tasteless protein bar because it cost £1.50? The 'children are starving' mantra haunts us, but we fail to recognise that shoveling in the last few bites won't help anyone. Note to mums: stop this manipulative tactic immediately. It's a terrible precedent to set. Overeating is just as wasteful than throwing leftover food.

8. But it's a party, we've got to celebrate
Is every get-together an excuse to eat? Food is fuel, not a party trick. Focus on the conversation and company, rather than the catering. You might meet someone nice, which beats a pig in a blanket.

9. Just this once won't hurt...
Actually, yes it will. The devil is in the details. A hundred calories a day translates into an additional 10.2lbs a year. Your body is the most accurate computer ever made. While you might choose to pretend that the sneaked bite never occurred, your metabolism won't let a single calorie slip by. Rather than working on excuses, channel your energy into testing whether 'just this once' you can pass the temptation by. The pride you gain is immeasurable.

10. It's too complicated/expensive to eat right
When we're feeling particularly lazy, this little fib sounds plausible until we weigh the cost of an apple or a yoghurt against a bag of crisps. Echoing Fib No.3, think how much you'll save by eliminating the need for another training session to melt away a pound of fat grown as a result of 'cheap decisions'. Inexpensive healthy snacks are abundant. Make a list of your 20 favourites, and refer to it when feeling thrifty.