The “sell by date” on a product is the items expiration date, the end of its shelf life at the store. This is the last date stores are supposed to display the product for sale, after the sell by date the stores should remove the product, the shelf life has expired. Although the food product may be used and enjoyed past this date, it is not recommended to purchase a product if the Sell By date has past.
Source: www.eatbydate.com