Off white bread

I have been breadmaking for a few months now and although my dinner rolls turn out as expected, my white loaves are usually a bit dense and always off white. The rolls are always a perfect white, soft and pillowy.  What am I doing wrong?

I use a kenwod bread machine but recenly have used only the dough cycle and baked in the oven.

I have tried various recipes, all are the same.

I just want a nice white sandwich loaf.

Help please.