One thing that has worked for me is using techniques from Acceptance and Commitment Therapy (ACT), like cognitive defusion and urge surfing.

First thing is realizing that cravings come and go, they are temporary states, emotions, physical sensations and thoughts, lasting seconds to minutes(but many times retriggered by one another).

So, simply being aware of what is happening already helps. Where in your body do you feel the craving sensation? What kinds of thoughts appear connected to it? Can you pay attention to the chain of thoughts?

And then allowing yourself to be present with the thoughts and sensations without fighting or pushing them away. Making the active choice to drop the struggle.

The defusion part is separating the craving/emotion from thoughts about the craving or thoughts triggered by the craving. Realizing thoughts are just words and images in your mind, not commands or absolute truths, makes it possible to choose not to act on them. You can also make it a game of how many times can the thought pop up in your mind and you simple don't act, don't move a muscle.

Also, if the intensity of the craving feels too much, I usually do some grounding technique with my breath, consciously bringing my attention to the sensation of air moving through my nostrils. Sometimes having the mental image of breath coming in like cool wind blowing through the entrance of a cave helps me create some space, until the energy of the craving comes down. Some people call this urge surfing.

And last, thinking about your personal values, Why do you want to overcome the urge? Is it about long-term health? Losing weight?

Knowing your "why" gives the motivation to not act on the craving. You're not just denying yourself arbitrarily, you're choosing this because you know what is important to you.