I'm 5'4" 9st 4lb. I've lost 3 stone in the last year, mostly by reducing processed food and added sugar as follows:
I avoid most processed foods especially of the sweet variety (I will stretch to digestives, granola bars, malt loaf and ready salted crisps but not much else.) I don't eat ready meals.
I also don't eat breakfast cereal (breakfast is either porridge, oat & friut smoothie, or eggs.)
I eat very little bread (don't have it in the house, can't be bothered to make my own).
I only drink water and tea normally. No squash, no fruit juice, no fizzy drinks. Alcohol only very occasionally (once a month or less)
I avoid dairy (but have good reason to due to being lactose intolerant. I use almond or soya milk as substitutes)
Have really cut down on takeaway food, and avoid pizza altogether.
I use sugar very sparingly, if I absolutely need to use sweetener it's usually a bit of honey.
Don't really bake much, only for special occasions.
If I'm craving chocolate I usually make myself a hot chocolate with 1 tsp pure cocoa, hot water, soya milk (half/half milk and water) and honey. Sometimes I might have a small 70% cocoa chocolate bar.
I eat lots of vegetables, brown rice, oats, potato, beans and pulses, nuts, fruit, tofu and eggs (am veggie.) These foods make up 95% of my diet. I dont feel deprived at all honestly! Also I don't pay much attention to reducing fat, it's all about reducing added sugar and eating mostly whole foods.
That's it, the secret to my weight loss. There is one giant caveat to the above though...
If it's Christmas, anything goes. 