Exercise is fantastic but a great saying I heard from a personal was "you cant outrun your diet" meaning its what you put in your mouth thats most important for weight loss (though obviously exercise is important for toning, helping weight loss and most importantly keeping fit)
My friend had a proper muffin top - it was like she had 2 tummys! She'll never be totally flat as its her shape but has lost loads of muffin by totally cutting out sugar and processed foods.
I've cut bread totally from my diet and theres definitely less bloating in that area too