Cravings and Weight Loss

I want to get out of a particular cycle. I can create a balanced food plan and stick to it. But then I find myself making a particular exception when it comes to enjoying “rewards (i.e sugar, glass of wine, bread)” for eating well. For example, I will finish 10 days of eating healthy and balanced with no sugar, wine, bread etc… and then at a certain point, I will tell myself I “deserve” this treat.. which slowly becomes treats plural. And then I spin out of control. Three days later I am left feeling bad / guilty and make the slow climb back to balance and eating healthy again. How do I get out of this cycle?