It's legit. Been making an annual donation for years.
Considering the recent call-up of reservists, there is great speculation about another incursion to once again temporarily stop the rocket and mortar attacks.
Given that said incursion will be more of a "commute" than an invasion, supplying the troops with snack food is fairly easy, as compared to sending chocolate cakes by ship across an ocean. Last time there were roach-coaches making runs to the front line. I expect to see more this time around, as Israel seems to be running out of ally and is making noises about wanting the peace to be a bit more permanent this time around.
stay safe.