•Visual food cues capture attention, evoke craving and lead to excessive consumption.•Imagery strategy for reducing attention to food, craving and intake is assessed.•Crushing M&Ms increased attention towards M&Ms, did not reduce craving/consumption.•Imagined repeated exposure to food cues has the opposite of the intended effect. Visual food cues automatically capture our attention. Moreover, food cue exposure is associated with an increased desire to eat (craving) and food consumption. We attempted to reduce the attentional bias to images depicting a specific food (M&Ms), craving, and consumption through mental imagery in a sample of 98 females (mean age = 23.82 years). The participants either listened to a guided imagery script that described the crushing of M&Ms to reduce the appetitive value of the chocolates, or they envisioned the sorting of M&Ms, or marbles (as control conditions). Afterward, participants were presented with images of M&Ms (not crushed) and marbles while their electroencephalogram, craving ratings, and M&M consumption were measured. The visualization of crushing M&Ms was associated with increased early (P200) and late positivity (P300, early LPP) to M&M pictures, which indicate automatic (P200/P300) and deliberate attention (LPP). M&M sorting increased craving but did not influence M&M consumption. Our findings show that imaginary M&M crushing cannot reduce attention to M&M images and even has the opposite of the intended effect.