$re = '/(\w+):\s(.*?)(,|$)/m';
$str = '{
id: uepwhfkj,
name: sthfor.test,
product: SIDO-EOSJGF-DOE_IEO
}';
$subst = "\"$1\": \"$2\"$3";
$result = preg_replace($re, $subst, $str);
echo "The result of the substitution is ".$result;
Please keep in mind that these code samples are automatically generated and are not guaranteed to work. If you find any syntax errors, feel free to submit a bug report. For a full regex reference for PHP, please visit: http://php.net/manual/en/ref.pcre.php