I found I had to give in, to a point, or the craving just got worse and worse, and then I would totally need to pig out. It was easier to give in just a little and take the edge off, and move on. I would try and do something like eat a meal first, or a big serve of fruit, then allow myself that piece of chocolate, or cake, so I was not doing it on an empty stomach... Luckily some of my worst cravings were for fresh fruit...