I felt this way too, but often I ended up eating bad food because after a while I didn't value exercises as much (went back into a OK zone).
Also, told this already, massive health failure forced me out of sugar coated, processed food and beverage. Our life styles is way too easy onto eating to satisfy our tongues and not our body. When stuck in this corner, eating raw veggies, you'll start to notice a lot of enjoyable tastes, and drop in fat aftertaste and overall a realization that how much sugar 'drugs' your brain. It's very hard to not want to take a big bite of cake or chocolate, hamburger etc etc, and inside the comfy zone of our culture, if your health allows it, you'll never have a way to sense that.