Van Houten's cocoa : the reason why ...
The pattern
This still is filed under Price-anchoring offer.
Define
A higher reference number is shown first so the real price reads as a concession, not as a starting bid.
Mechanism
People judge a price against the first number they see. The anchor must be a real comparison or it collapses.
Verdict
We have a credible reference the buyer will accept
Why it works
It re-frames a higher price as a true economy by pointing out the hidden waste in cheaper competitors (sediment). The text is highly logical, explaining that 'best & goes farthest' is better value than 'cheap'.
Steal this when
You are selling a premium product and need to combat cheaper competitors by highlighting their hidden waste or inefficiency.