Here we don't use the "good food bad food" tags.

We have "everyday and sometimes food" but I also teach them what food is for, energy, for our bodies to run/work.

We have take away when we're running late, or are busy/etc rather than "oh you cleaned your room so you get a cheese burger".

I think it's a matter of having things "just because" rather than "it's your b'day" "you did well" "you weren't naughty" type of thing.

On a side note I also try not to label things as "fattening" but instead explain that if we eat certain foods we will have less energy to run around with our friends, ride our scooters etc.