No longer keen on pure cream (3-5)

I believe the answer is:

off-white

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'cream' is the definition.
(I've seen this before)

'no longer keen on pure' is the wordplay.
'no' becomes 'O' (resembles 0 - 'no' can mean 'zero').
'longer keen' becomes 'ff' (I can't explain this - if you can you should believe this answer much more).
'on' says to put letters next to each other.
'pure' becomes 'white' (I've seen this before).
'o'+'ff'+'white'='OFF-WHITE'

Can you help me to learn more?

(Other definitions for off-white that I've seen before include "Slightly-tinted colour" , "Colour such as cream or bone" , "something like cream" , "Very pale tint" , "Creamy?" .)

I've seen this clue in The Globe and Mail.

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