One enigmatic capacity of human experience is the ability to travel back and forth in time by using mental simulations. By imagining shapes, forms, and scenes, humans can relive the past and visualize future events (1, 2). Historically, this memory-based mechanism has been discussed in scientific and non-scientific fields. As described by Marcel Proust in his epic work, In Search of Lost Time (3), the sensory experience of gustatory cues, in this case, a sponge-cake called Madeleine, seems to be powerful enough to trigger a cascade of vivid intrusions associated with a particular set of memories (4). Besides anecdotal references, visual mental images are of great interest in the domain of eating behavior because research has shown that (involuntary) mental simulations of intrusions and (voluntary) repetitive mental imagery influence eating behavior. Unraveling the basic mechanisms that underlie mental imagery in the food domain has the potential to provide new insights into the perception and consumption of food. In this opinion article, we briefly report on the role of mental imagery simulations in eating behavior and its associated pathologies and illustrate how research on mental imaginary has contributed to the current understanding of the cognitive aspects of food intake regulation and satiation processes. Furthermore, we discuss whether guided mental imagery intervention strategies can be integrated into the successful self-regulation of eating behavior and provide a perspective for future research on mental imagery.