Is it a REAL pie in the face or just shaving cream?

cuz when i watch espn and i see a yankee walkoff win. Aj burnett has a towel and slaps it on the guy who hit the GW.. and the announcer's say pie in the face, but who makes pie in a towel?? so im pretty sure it shaving cream.... and if it is REAL pie (apple, lemon. key lime), how do they get the pie and who supplies them??