Craving control: Why eating the brownie might be the best way to beat it

What if the secret to successful weight loss isn’t about resisting your cravings, but working with them?

A recent study out of the University of Illinois at Urbana-Champaign flips conventional diet wisdom on its head. The researchers found that people who occasionally indulged in their favorite treats, like chocolate or cake, as part of a balanced diet actually lost more weight and kept it off longer than those who tried to avoid cravings altogether.

Published in the journal Physiology & Behavior, the study followed 30 adults over the course of two years as they participated in a dietary weight loss program focused on managing cravings, not ignoring them. The findings? Learning to reduce and manage food cravings early in the weight loss journey was a strong predictor of long-term success.

Not all hunger Is created equal

Unlike regular hunger, which can be satisfied by a range of foods, cravings are often laser-focused on specific, calorie-dense options: think sweets, salty snacks, or rich comfort foods. For many people trying to lose weight, these cravings become the biggest roadblocks.

Resisting them entirely, the study shows, can backfire, often leading to overindulgence later. But incorporating small portions of craved foods into structured meals? That turned out to be one of the most effective tools in participants’ weight loss toolbox.

Results that last

Over the 24-month period, participants who lost more than 5% of their body weight experienced a noticeable decrease in both how often and how intensely they craved food. These improvements held steady even during the full year following the formal end of the diet program.

Interestingly, participants who managed their cravings early, within the first six months, were more likely to maintain their weight loss later. This suggests that establishing strategies for dealing with cravings early on is crucial for sustainable results.

A smarter strategy

One of the most effective techniques taught during the program was surprisingly simple. Instead of cutting out your favorite foods, include them thoughtfully and intentionally.

As an example, rather than banning brownies, participants were encouraged to enjoy a small portion with a balanced meal. This approach helped many reduce their cravings more effectively than strict avoidance, and it even led to greater weight loss.

By the one-year mark, two-thirds of the participants who remained in the study were still using this inclusion strategy. Many reported that it helped them stay focused and avoid impulsive snacking, making their eating habits more consistent and easier to stick with.

Why does this work?

While the biological mechanism behind reduced cravings isn’t fully understood, researchers suspect it may have something to do with improved insulin sensitivity as body fat decreases. This could affect dopamine signaling in the brain, which plays a major role in the feeling of reward tied to food.

There’s also a psychological component: for participants whose cravings remained stubborn, stress appeared to be a major factor. The researchers suggest that incorporating stress-reduction techniques alongside weight loss programs may help people better manage their urges for sweet or highly palatable foods.

Bottom line: Moderation over deprivation

The takeaway? Long-term weight loss success may come not from denying your cravings, but from managing them smartly and with intention.

By allowing yourself the occasional treat within a balanced meal, you may not only reduce your cravings but also build a more sustainable relationship with food—one that supports your goals without making you feel deprived.

It’s not about beating the brownie. It’s about learning when and how to enjoy it.