Iams "NoseID" by Adam & Eve/DDB

Pet food brand Iams has launched a mobile app that aims to reunite lost dogs with their families.

The app uses nose-scanning smartphone technology to help identify lost dogs by their unique nose prints. Pet owners are encouraged to make a profile for their dog – including scans of their dog’s nose and a physical description – which can then be used to identify the dog in the event that they become lost.

The app launched in its beta stage yesterday (19 April) in Nashville, Tennessee with ambitions to scale up into a US nationwide rollout within the year, and eventually, expand globally. It was created by Zoe Nash & Sali Horsey, with help from app development company Psycle


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