A creative new app will make it easier to reunite the nearly 10 million companion animals reported lost or stolen every year in the United States with their beloved guardians.

Developed by IAMS using unprecedented scanning technology to address what the company calls America’s “lost pet problem”, NOSEiD tracks lost dogs through their unique nose prints.

Pet parents can register their dogs with NOSEiD by creating a profile for their pet and including photos, a physical description of the animal, and a scan of his or her nose. They can also report their dog missing through the app, which will immediately notify other NOSEiD users nearby so they can keep an eye out for the wandering pup.

If someone suspects they’ve found a missing dog, they can verify any registered animal’s identity by scanning his or her nose.

IAMS released a beta version of this non-invasive tool last week in Nashville, Tenn., and the surrounding area in honor of National Pet ID Week, which aims to raise awareness about lost pets and encourages guardians to get their companion animals microchipped.

“Pets are irreplaceable family members, and with the NOSEiD app, we’re hoping to help keep more pets in their loving homes and out of shelters — taking another step toward our goal of ending pet homelessness,” said Mars Petcare Vice President of Marketing Craig Neely in a statement. “The app is designed to be a community resource, so whether someone has a dog or not, they’ll be able to join the NOSEiD community to help reunite lost dogs with their families in their own neighborhood.”

What’s New…

dog and guardian