When should a product labelled "Best Before 11 Jan" be reduced or taken off the shelf? On 11 Jan or, ahem, before 11 Jan? 
And yes, I realise that these dates are always very generous, but I'm talking about the principle.
So AIBU to think "Best Before 11 Jan" means it's intended to be eaten by the 10th and that the product with this date stamp should therefore have been reduced?